Market Data

Value of Social Media Report

By Econsultancy,

The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit, looks at the extent of social media marketing being carried out by organizations, the tactics being used and the business objectives they are trying to impact through related activity.

Social media marketing includes the use of social networking sites and on-site activity including blogging, wikis, user-generated content, ratings and reviews.

The 59-page report, which is also available as a presentation, is based on an online survey of more than 400 (predominantly US-based) client-side marketers and agency respondents, which took place in December 2009 and January 2010.

The report includes sections covering: 

  • Social media activity
  • Tactics and Web sites
  • Budgets and investment
  • Objectives, metrics and ROI
  • Resourcing and barriers
Findings include: 
  • Facebook is the Web property mostly commonly used in social media, with 85% of companies using this site as part of their marketing strategy. This is followed by Twitter (77%), LinkedIn (58%) and YouTube (49%).
  • Almost two-thirds of respondents (61%) say their organizations are “poor” (34%) or “very poor” (27%) at measuring ROI.
  • Almost two-thirds of companies (61%) say that they “have experimented with social media, but not done that much.”
  • A third of companies (32%) do not spend anything on social media marketing and a further 36% spend under $5,000 a year.
  • A third of respondents (32%) are getting less than 1x the return on investment from social media.
A presentation summarizing the report's findings is also available for download. 

You can download a free sample of this report to learn more, and to see the full Contents section.


  • Pdf SAMPLE: Value of Social Media Report (584 KB PDF)
  • Pdf Disabled Value of Social Media Report (1.69 MB PDF)
  • Powerpoint Disabled Value of Social Media Report Presentation (1.7 MB Microsoft PowerPoint)

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