The increasing importance of Social Media to marketing agencies

With eMarketer forecasting US online advertising spending to reach $31.3 billion this year, 2012 is set to be the biggest year to date for social media communications and campaigns. When it comes to generating leads and identifying prospects online, studies have shown that already 95% of US agencies use social media for identifying potential clients.

However, the results of this high level of commitment to social media were relatively modest in 2011, with most agencies attributing less than 10% of their business revenue to their social media outreach. This statistic underlines the necessity of social media campaigns to be targeted, concise and relevant in order to generate the desired outcomes. It also acts as a reminder that although social media is growing rapidly, it is still an immature form of online marketing. It still has huge potential for growing further and becoming more closely related to generating business revenue.

Overall, agencies have room to improve how they approach and initiate conversations with potential clients. With social media still an emerging marketing practice, the emphasis is now for agencies to increase the quality of their social media communications to deliver what marketers want through multiple marketing touch points.

James Day

Social Media Recruitment Consultant

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