Despite Forrester’s Nate Elliott imploring businesses to turn their backs on Facebook in its current guise, the social platform is still favourite among UK marketers, a poll from the Direct Marketing Association (DMA) has revealed.
The DMA, which offers code of practice and compliance advice to marketing professionals, conducted the Social Media Scorecard in response to the increasing demand for social media guidelines from UK marketers.
It found that Facebook was still the social network of choice for campaigns, through the stages of planning, implementation and post-campaign analysis.
LinkedIn was the second most-favoured network for marketing campaigns, followed by Twitter, YouTube and Google+, respectively.
“The Social media scorecard is crucial for marketers to make an informed decision when choosing social platforms for their campaign,” says Lynsey Sweales, member of the DMA Social Media Council and CEO of SocialB UK. “ROI metrics do not give marketers a full picture of the other factors they must take into account.
“For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months. Only a handful of the marketers who took part in the survey were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren't included in the scorecard.”
A number of analysts, including Forrester’s Nate Elliott, believe Facebook is often a default social network of choice for marketers as opposed to the best one, citing the effectiveness it delivers as being low in comparison with the average investment.
According to Forrester research, marketers now reach less than one-tenth of their fans organically through Facebook, with the level of distribution falling significantly since October 2013:
“[Last year] some brands were surprised to find that Facebook only delivered posts to 16% of their fans,” Nate Elliott stated, last month. “In December a leaked sales deck revealed that Facebook was telling marketers they should expect organic distribution of posts to decline further — but few could guess how far and how fast that distribution would fall. This month, Ogilvy released data showing that the brand pages they manage reach just 6% of fans. For pages with more than 500,000 fans, Ogilvy says reach stands at just 2%.”
Despite this, it appears UK marketers are still forging ahead with Facebook campaigns. According to the latest figures from the IAB UK, social media marketing spend hit £588.4m in 2013, a 71% increase from 2012.