1Sep/101
Sales main objective for companies to invest in social media
According to social media monitoring service Alterian, acquiring new customers (30,1%) is the biggest motivation for companies to build a social media presence. In other words: sales objectives come first.
Second is awareness raising (26.5%), and using it as a communications channel for existing customers (24%). "Offer customer service" was the main social media objective for only 1.2% of marketers surveyed.
The research is based on U.S. respondents, who were only allowed to give one answer. So these results don't mean marketers don't consider customer service via social media important.
Publisher Colloquy and the Direct Marketer Association on the other hand just released another U.S. survey. This one looked at budget spend according to social media objectives. In short:
- Social media as customer service channel: $88k
- Social media for brand awareness: $53k
- Social media for sales: $50k
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