Fast-moving businesses, especially those on the Inc. 500 list, have been experimenting with which new media formats make the most effective marketing tools. Last year, the Center for Marketing Research, UMass Dartmouth, announced that blogs were falling out of favor with the Inc. 500 enterprises. This year, more of these marketers are returning to blogs but shifting their social media use.
About 44% of enterprises in this survey say they are using blogs as a marketing tool. This is 7% higher than last year. The survey revealed that blogging use is particularly high in the software and advertising industries. One reason that marketers are turning to this form of content is the extra control they have over the length of each post and the ability to show dominance in thought leadership.
Social media plays a role in brand marketing for 92% of these businesses. But the nature of social media use is changing. For example, fewer of these enterprises are monitoring what is being said about them online. Only 63% currently engage in this activity. This percentage has fallen steadily since 2010. In addition, only 44% of these enterprises will increase their social media investment, a significantly lower number than the 71% who had those plans last year. Specifically, these enterprises plan to pull back on their Facebook and YouTube growth. Instead, LinkedIn, Foursquare, and Pinterest are all channels that show growth rates for the Inc. 500 group.
The results of this survey seem to suggest that fast-growing private companies continue to review their use of social media tools and don’t hesitate to make changes and explore new options as they come along.
Have you been increasing your commitment to blogs this year as you explore content marketing?[Source: Barnes, Nora. Inc. 500 Social Media Settles In. 2013. Web. 14 May 2013]