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Social Marketing Benchmarks: Budgets, Goals, and More

by Lenna Garibian  |  
January 8, 2013
  |  4,570 views

Organizations are still cautious about dedicating resources to social media marketing: Only 27% of those surveyed employ someone who focuses exclusively on social media, according to a study by Ragan Communications and NASDAQ OMX Corporate Solutions.

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.


Most organizations are still learning about social media: Only 13% of marketing professionals say their team's social media efforts are an "advanced, well-run machine."

Some 65% of marketing professionals say they use social media regularly but have more to learn and accomplish, and 23% describe themselves as "newbies."

Hiring Social Marketers


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Nick Stamoulis Tue Jan 8, 2013 via web

    I'm surprised more companies don't plan on using social media to improve their customer service. Your customers are expecting a response when they reach out for help via social media. Your reps need to reply!

  • by Bruce Tue Jan 8, 2013 via mobile

    I'm thinking there is probably a logical explanation for why all these stats exceed 100%... I just can't think of what it would be.. =/

  • by Ted Simon Tue Jan 8, 2013 via web

    Thanks for sharing this info, Lenna.

    I think @Nick makes a good point. It's also interesting to note that there is no mention of goals for "customer insights," "understanding your market" or something along those lines. Perhaps that is implicit in items such as "improve brand reputation" or "generate leads"...but it seems to be an area overlooked by many companies in their social marketing efforts.

  • by @jesskry Thu Jan 10, 2013 via web

    FYI This is social media marketing, not social marketing. I was excited to read a post on the latter based on the title. :(

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