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The Social Media Status Quo – How do 500 Social Media Professionals See the Space?

Social media is here to stay. In fact, as social media evolves, so do the tactics, jobs, and strategies of social media professionals. Viralheat surveyed over 500 social media professionals to get a snapshot on how they view and use social media today. Here are some major highlights.

Social Media Teams Are Still Small

More is getting done with less. Even some of the bigger corporations only have a few hands involved in social activities – some handling social solely from native sites while others use social media management tools to help run the show. However, the small size of individuals involved in social has slowed the growth from social ROI as social media hasn’t been fully integrated across an organization’s various departments (sales, support, HR, etc.). Though social media has a place in many departments, the majority has yet to implement tactics to handle it.

How many employees are directly involved in social media activities for your brand or your clients’ brand?

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Multiple Social Sites Are Critical

Twitter and Facebook are still the top two sites social media professionals use for business. But there are a number of other sites that are critical to the marketing strategy – LinkedIn, Instagram, and Google+ (in that order) are rising in importance and use. Make sure you understand how each site works and what their individual strengths are – not all social media platforms are created equal.

Which social site is used most for your business purposes?

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People Want Social Media ROI

At the end of the day, all social media efforts and campaigns are looking to do one thing – bring in a return on investment (ROI). This can come in a number of ways – direct sales, brand awareness, web traffic, etc. 40% of social media professionals request sales/lead generation as part of their social media service(s).  Currently, social media is used most for brand awareness – when people are aware of your brand, they are more likely to consider purchasing your product or service. Social media is also used heavily for content production – not surprising considering we are in an era where content is king. Sales/lead generation, advertising campaigns, and content promotion are also important drivers in increasing the ROI of social and nearly 75% of professionals would like their social media management services to manage/provide paid social advertising campaigns.

What do you use social media the most for?

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Fully Integrated Social Tools

Nearly 90% of social media professionals require easy-to-use, end-to-end solutions to achieve their goals. The overwhelming majority do not want to use multiple tools to execute their social strategies – this seems like a no brainer, yet there are still many brands out there using two to five different tools to manage social efforts. The survey shows that the ideal tool has a number of qualities: lead identification, easy setup, monitoring, publishing, analytics, reporting, and integrations with other enterprise software (Salesforce,, Google Analytics, etc.).

Social media is increasingly important in marketing and business plans across businesses of all sizes and industries. The ability to manage social media in a way that produces ROI is something that professionals are still trying to perfect. As social media continues to evolve at a rapid pace, professionals need to to employ tactics that not only keep them up-to-date, but pushes them ahead of the competition.  The Viralheat team strives to provide social media professionals with the kind of tool they need to succeed in social media marketing and management. Check out our weekly demo to see how we can help.

If you’d like the complete survey results or have any questions regarding the data, please email

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