New Study Finds Organic Posting is Most Popular Social Media Tactic but Paid Advertising is Most Successful

May 14, 2013

Kenshoo Social, a social marketing platform, published a commissioned study conducted by Forrester Consulting, "The Key to Successful Social Advertising," that evaluates how marketers are using social advertising, with the goal of educating marketers on how to develop social media strategy and activate the most effective tactics.

Based on a survey of social media and advertising professionals whose companies spend more than $100,000 per year on social media ads, Forrester found that, while social advertisers use a wide range of organic and paid strategies across a variety of social sites, more than one in three are not satisfied with their efforts. The findings emphasized the increasing need for more sophisticated social advertising tactics and methods to better match tactics to objectives.

The most popular tactic is maintaining branded pages on general social networks, business networks, and microblogs. More than half of large social advertisers use ad rotation, but only one-third use granular targeting to reach the right audiences.