Fast Takes: News & Trend Lines, May 2014

May 1, 2014

Brands still struggle with Twitter as a marketing tool

According to a survey conducted in March by Social Media Marketing University, 45 percent of brands re­port that measuring results and ascertaining an ROI is the biggest challenge when using Twitter for marketing. Other significant challenges are building an audience (42 percent), engagement (37 percent), learning how to use the platform effectively (29 percent), and develop­ing strong content (26 percent). Despite these chal­lenges, 65 percent of brands say that Twitter is an effective marketing tool and 30 percent are undecided.

The survey also finds that brands are using Twitter predominantly to create engagement during events (62 percent), build relationships with influencers (62 per­cent), and monitor brand mentions (58 percent). In addition, despite the popularity of video marketing, only 2 percent of brands use Vine on a regular basis. For more information, visit research.

This content is only available to members.

Please log in.

Not a member yet?

Start a free 7-day trial membership to get instant access.

Log in below to access this content: