Irish marketers doubt social media returns for clients
A majority of Irish marketing and advertising firms don't know whether social media campaigns work for clients, according to a new survey by The Marketing Institute of Ireland and public relations firm Edelman.
The survey, conducted among 100 marketing and advertising firms, found that 51pc of Irish marketers can't measure a return on investment on social media activity
A majority of marketers also said they have not tried to lay down performance metrics on social media campaigns.
The survey results will raise questions as to whether clients of Irish marketing companies get value for money when it comes to paying them to manage Facebook, Twitter, Pinterest or Linkedin accounts.
Despite the lack of investment return, a majority of those surveyed said that they intended to increase professional activity using Facebook, Twitter, Linkedin and YouTube. But most said that they would not increase activity on Pinterest, Instagram or Reddit. Just one in ten marketers said they intended to increase marketing activity using Snapchat.
Darragh Rea, a digital manager in Edelman, said social media remains a popular pitch among public relations professionals.
"The evolution of advertising solutions on social [media] means we can expect to see huge growth in this area in 2015," he said.
"This year we also expect to see better integration of social [media] into core marketing activities with a greater emphasis on interactivity and responsiveness rather than content publishing."
The survey said 91pc of marketing firms believe social media is "important" to their business.
Twitter is the most popular social media platform used for promotion among marketers, with 87pc using the micro-blogging platform. Linkedin comes next at 74pc, followed by Facebook at 73pc.
YouTube is used by just over half of marketers, while only a third use a blog to try and boost business. Instagram is used by 16pc of Irish marketers, while Vine is used by one in 20 professionals.