When marketers consider social media, they often turn to Facebook and Twitter. But the social media universe is expanding. With some social media networks now able to target unique demographics, more marketers are likely to begin exploring new places to distribute their advertising dollars.
Earlier this year, Brian Solis announced that about 2/3’s of marketers are currently involved in some form of social media marketing. Another 18% will investigate this option next year. For now, Facebook and Twitter have been collecting most of the revenue. According to eMarketer estimates, Facebook may bring in $2.19 billion in ad money and Twitter may record $140 million from advertising this year.
But other players are waiting in the wings. LinkedIn went public this year. The company is particularly popular with the B2B community as a SageFrog survey showed earlier this month. And marketers shouldn’t forget some of the other second tier sites.
Here are the number of marketers or agencies that have already run ads on alternative sites. The percentages of those who plan to start doing so in the next 12 months appear in parentheses.
- YouTube 61% (20%)
- LinkedIn 44% (21%)
- Foursquare 16% (26%)
- Zynga 2% (13%)
- Mylife 1% (5%)
For now, Facebook reigns supreme among marketers with nearly 71% saying the company has good or excellent offerings for paid advertising. eMarketer analysts point out that social media companies may have to do a little marketing themselves and show businesses how advertising actually works on these sites. This strategy is a step beyond having a presence on a social media site. It’s also critical to the long-term survival of these sites – many rely solely on ad dollars for revenue.[Source: Advertisers Begin to Look Beyond Facebook and Twitter. Emarketer.com. 1 Aug. 2011. Web. 9 Aug. 2011]