San Diego—Search and social marketers believe that driving sales is the No. 1 goal of their social media program, according to a recent poll conducted by interactive marketing analytics company Covario Inc.
Findings from the poll, conducted during a Sept. 22 webinar jointly sponsored by Covario and Dell Inc. that drew 150 digital marketers responding, 35% said driving sales was their prime social media goal. This was followed by engagement (24%), brand awareness (23%) and achieving more “friends” or Google +1s (14%).
In addition, 38% of respondents reported that social media budgets are standalone entities within their departments; 34% said social marketing falls within the search budget; and 24% said social budgets sit within the PR department.