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14.03.2015
Most (65%) organizations (including for-profit corporations, nonprofits, and government agencies) have added social marketing to the list of tasks traditionally assigned to marketing communications professionals.
In addition, one-quarter (25%) of organizations employ an intern to help with social marketing. Below, additional findings from the report titled "Structuring a Social Media Team," by Ragan Communications and NASDAQ OMX Corporate Solutions. In addition, a background in communications (77%) and public relations (76%) is most desirable, followed by one in marketing (65%), journalism (42%), and advertising (28%). In 2012, only 28% of organizations recorded increases in their social media budgets (excluding salaries and benefits), and 69% stayed flat.
Even so, social budgets are still small: 23% of organizations have budgets (excluding salaries and benefits) of less than $1,000, and roughly 27% have budgets exceeding $50,000, with just 14% exceeding $100,000. Asked about their social media goals, 87% of marketing professionals cite increasing brand awareness, 62% cite boosting Web traffic, and 61% cite improving the organization's reputation.


Some 45% of marketing professionals cite generating leads as a top goal for their social efforts, 40% cite sales, and 38% cite customer service.
In addition, many of the organizations surveyed are using social media to promote thought leadership, according to the report. Across various metrics, 86% of marketing professionals measure interactions and engagement, such as followers, fans, and "likes." Some 74% track Web traffic, while 58% measure brand reputation. Fully 4 in 10 marketing professionals (40%) say they track new leads gained via various social channels, and 31% measure sales. Most (58%) organizations post social media content at least daily, though one-half of those don't post on weekends. Across various types of social media content, Facebook posts (86%) and Tweets (85%) are most popular, followed by images (65%) and videos (64%). More than 6 in 10 (61%) of marketing professional say their companies publish blog posts, while 51% draft online articles.


About the data: Findings are based on an online survey of 2,714 of communicators, marketers, public relations pros and other business professionals, conducted in the fourth quarter of 2012. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources!
I'm surprised more companies don't plan on using social media to improve their customer service.
Others say their goals are to listen and learn, and a teaching hospital uses social media to recruit faculty, staff, and medical residents.



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