Facebook the preferred social network for marketing according to online marketing strategists

After creating buzz after filing for its IPO this week, Facebook has more news to be happy about. According to a survey by the Creative Group from Menlo Park, California, most advertising and marketing executives consider Facebook to be their preferred social network.

The survey was conducted in the fourth quarter of 2011 and based on telephone interviews with more than 500 advertising and marketing professionals. The first question asked revolved around the preferred social media platform that these professionals would use if they could only limit themselves to one. The results were:
  • Facebook - 56%
  • LinkedIn - 21%
  • Google + - 12%
  • Twitter - 4%
  • Other - 2%

It is obvious that Facebook is not just the dominant social network, but blows away the competition. One interesting fact to note is that while many companies' online marketing strategy focuses on Facebook and Twitter, few advertising and marketing executives would want to rely solely on the latter. This suggests that LinkedIn may be a social platform that is underutilized by most businesses.

The most common mistakes

The advertising and marketing executives involved in the survey were also asked what the most common mistakes were that most professionals make when they use their social network. The answers were not surprising:

  • Not updating the social network often enough - 29%
  • Providing too much information – 24%
  • Including inappropriate information – 16%
  • Providing too little information - 16%

These results only stress the necessity of web copywriters when it comes to providing interesting content that keeps users coming back. It is not just about the frequency of updating, the content itself is also important.