One interesting finding in BtoB's survey was that, while so few marketers say they're actually using any social measuring tool, many seem to be gaining some sense of ROI.
The answer may lie in the fact that marketers overwhelmingly favor search-measurement tool Google Insights as their prime social solution. They just don't consider it a social marketing tool.
Google Insights was cited by 65% of respondents as a social media monitoring tool. Other favored tools included Hootsuite (30%), Radian6 (13%), Tweetburner (10%) and Klout (10%).
“We use social marketing solely for SEO purposes,” said Rebecca Hauptman, marketing manager at E-Switch Inc., an electronic switch company. Hauptman uses blogging for product announcements, industry and company news, and product specifications, while adding anchor text links back to the E-Switch website to increase the number of inbound links.
“This gives us five links a week, but over time it has proven to make a substantial difference to our search engine rankings,” Hauptman said.
Companies of various sizes were represented in BtoB's survey, although small businesses predominated, with 56% of respondents reporting annual revenue of $24 million or less. The online survey, which drew 577 respondents, was conducted in January and February.