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103 Compelling Social Media And Marketing Statistics For 2013 (and 2014)

As the use of social media in marketing has become ubiquitous, marketers have turned their attention to making the use of business social media more sophisticated and strategic. They are refining tactics, integrating social with other marketing channels, taking a hard look at new networks, and continuing to refine their measurements of success.

103 Compelling Social Media And Marketing Statistics For 2013 (and 2014) image content marketing tacticsHow can marketers help their organizations move from “social media marketing” to “social business”? Which emerging platforms are essential (or even worth investigating)? What role does social play in a brand’s overall online visibility? How does social media use differ in B2B vs. B2C companies? Between large and small businesses? Which content marketing tactics and formats are gaining or losing favor? How do marketers separate hype from reality in mobile?

Find the answers to these questions and many, many more in this compilation of more than 100 compelling social media, content marketing and SEO stats, facts and observations.

General Social Media Marketing Facts and Statistics

1. 97% of all consumers search for local businesses online. (An amazing statistic, given that nearly 20% of the adult U.S. population still lacks internet access). (Relevanza)

2. 20- to 30-year-olds (Gen Y), act like no other previous generations. 20-something business buyers are roughly twice as likely to seek information or advice from social media as the generation before them (31- to 40-year-olds) and almost four times more likely to than the baby boomers (51- to 60-year-olds). (MediaPost)

3. 68% of Google+ users are male, while 80% of Pinterest users are women. (leaderswest Digital Marketing Journal)

4. Looking at the importance of social media by business function, 80% of business executives said social is “important” or “somewhat important” in marketing and branding; 74% said the same for customer service; 70% for innovation and new product/service development; and 63% for employee recruiting. Less than half view social media as important for supplier/partner engagement. (e-Strategy Trends)

5. Social media isn’t quite as ubiquitous as it sometimes seems. 7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. And these people can vote. Which explains a lot. (iMedia Connection)

6. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005. (MediaPost)

7. As many companies have learned the hard way, unanswered complaints on social networks can go viral, causing real damage to a company’s brand. But the opposite is also true: 71% of consumers receiving a quick brand response on social media say they would likely recommend that brand to others. (Forbes)

8. 65% of respondents of global business executives say their organizations use social business tools to understand market shifts; 45% to improve visibility into operations; and 45% to identify internal talent. (Deloitte University Press)

9. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. (Social Media Today)

10. 60% of LinkedIn users have clicked on an ad on the site, and 43% of U.S. marketers have obtained at least one new customer through LinkedIn. (Social Media Today)

11. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012. (Social Media Today)

12. 69% of brands now have a presence on Pinterest, up from 10% in the fourth quarter of 2012. (Social Media Today)

General Marketing Facts and Statistics

13. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Wrong. Nearly three-quarters of brand marketers still view live trade shows and conferences as either “very valuable” or “essential to doing business.” Just 9% say their importance is diminishing. (e-Strategy Trends)

14. 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying. Visibility is vital, so every brand needs a comprehensive strategy for optimizing their overall web presence. (Brandpoint)

15. To optimize not just online visibility but also trust with buyers, vendors need to focus on their industry presence. Just 9% of B2B decision makers consider vendor content trustworthy vs. 67% who trust research from professional associations, 50% from industry organizations, 44% from analyst reports, and 40% from independent product reviews. (B2B Marketing Insider)

16. The average CTR for banners is 0.01 percent. According to Get Elastic, 31 percent of consumers are worried that they will be tracked if they click them, and 55 percent fear a virus. And yet—there were 5.3 trillion display ads served up last year. (iMedia Connection)

17. Big contradictions on big data: 71% of marketers say they plan to have Big Data solutions in place in the next two years. But 75% of marketers can’t calculate their ROI of their marketing spending and and 50% of them say that IT is not a strategic partner. (ZDNet)

18. Another contradiction: while 86% of companies are comfortable marketing with social tools, only 41% use social tools for communicating with customers. (Forbes)

B2B Social Media Marketing Stats and Facts

19. Nearly half of B2B marketers planned to increase their overall marketing budgets this year despite continuing economic challenges. Two-thirds planned to increase digital marketing spending. (Social Media Today)

20. Another source found that almost half of B2B marketers (the same “almost half”?) anticipate an increased budget for 2014, while just 3% foresee spending reductions. (eMarketer)

21. Just 38% of b2b marketers say they have a defined social media strategy. (Marketing Pilgrim)

22. Twitter is the most popular platform in b2b, with 85% of marketers saying they use this. LinkedIn is a close second at 82%. (Marketing Pilgrim)

23. Nearly three-quarters of b2b marketers say they can’t measure the ROI of social media at, or can measure it only some of the time. The primary measurement of social media success is increased website traffic. (Marketing Pilgrim)

24. Is social media displacing PR? In a recent survey of B2B PR professionals, 94% said they use social media to promote announcements vs. 71% who use press releases. 45% said they would use social media if they could use just one promotional vehicle vs. 24% who said they would issue a press release. (B2B PR Sense Blog)

25. 60% of B2B marketers identify lead generation as their top online marketing challenge. And more than a third (36%) say they can’t accurately attribute online conversions to the correct marketing channels. (eMarketer)

26. Which lead gen tactics work best? B2B marketers put email marketing at the top (with 51% saying this is a highly effective tactic) followed by SEO and content marketing (38% each), offline events like trade shows (31%) and paid search/online ads (29%). Just 11% say social media is highly effective for lead gen, and 1% identify mobile marketing. (eMarketer)

27. In terms of difficulty of execution, nearly half (49%) of B2B marketers put social media marketing at the top, followed by content marketing (39%), SEO (26%) and mobile (25%). (eMarketer)

28. Opportunity being squandered: B2B buyers under 35 years old (a growing group) are 131% more likely to make corporate purchases online than their older counterparts. 90% of B2B buyers age 18-35 now make company purchases online, compared with 45% of those age 45-60 and 29% of those age 60+. Yet nearly half have purchased from Amazon Supply in the past year because their current suppliers aren’t offering an online purchase channel. (BizReport)

29. Another opportunity being squandered: More than 90% of B2B marketers consider webinars/webcasts, e-books, white papers, and published articles to be either “very” or “somewhat” effective in achieving SEO and marketing objectives. Yet less half utilize webcasts and just 20% create e-books. (MarketingSherpa)

30. While B2B B2B buyers age 60+ conduct online research before purchasing less than 10% of the time, younger buyers (age 26-45) do research before purchasing 50% of the time or more. Another reason it’s vital to have a framework for maximizing a brand’s online visibility. (BizReport)

31. More than 80% of B2B decision makers say they visit vendor-independent communities or forums, vendor-sponsored communities or forums, and LinkedIn at least monthly for business purposes. (Marketing Charts)

32. 32% of B2B decision makers use Pinterest at least monthly, but only 2% do so primarily for business reasons. (Marketing Charts)

33. 87% of B2B companies view social media (other than blogs) as a highly successful element of their marketing mix. 83% say the same for articles on websites, 78% eNewsletters, and 77% blogs. (MyCustomer.com)

34. The top four metrics used to measure B2B social media success are web traffic (60%), sales lead quality (51%), social sharing (45%) and sales lead quantity (43%). (MyCustomer.com)

35. Almost 60% of all social media-referred traffic to B2B websites comes from just three networks: Facebook, Twitter and LinkedIn. (It’s All About Revenue)

36. In 2012, less than a third of B2B marketers said their social media activities were either “fully integrated” or “very involved” with company-wide operations. Today that figure is close to half. (eMarketer)

37. The top marketing tactics used by B2B marketers this year were social networks (84%), email marketing (72%), SEO (56%) and press releases (51%). The least popular tactics, each used by less a quarter of marketers, were online ads, seminars and ebooks. (eMarketer)

Statistics About Social Media Use in the Enterprise

38. 77 of the Fortune Global 100 companies have at least one official corporate Twitter account. (leaderswest Digital Marketing Journal)

39. 48% of the Fortune Global 100 are on Google+. (leaderswest Digital Marketing Journal)

40. More than one-third of Fortune 500 companies have active Google+ accounts. However, 19% of the companies with Google+ corporate accounts have not yet activated them. Google+ remains the only major social platform with a significant number of open—but inactive—accounts. (MediaPost)

41. 70% of the Fortune 500 companies have Facebook pages, including nine of the top 10 companies. (MediaPost)

42. The top five social networks used by B2B marketers to distribute content are LinkedIn (83%), Twitter (80%), Facebook (80%), YouTube (61%) and Google+ (39%). (Social Media Today)

43. Another study pegs the top three social networks in use buy Fortune 500 companies are Twitter (77%), Facebook (70%) and YouTube (69%). (leaderswest Digital Marketing Journal)

44. The leaders of these companies lag in their own social media use, however. Of the 500 leaders of the biggest companies in the US, only 28 have a Twitter account, and only 19 of them actually use it. (Quartz)

45. 68% of Fortune 500 CEOs have no social media presence whatsoever. Among the rest, 26% are on LinkedIn, but less than 10% are on Facebook and just 1% – five CEOs – are on Google+. (Quartz)

46. And yet, 90% of global business executives say that social media is important today or will be within a year. (Deloitte University Press)

47. Maybe they just aren’t doing it right? When asked to rank their company’s social business maturity on a scale of 1 to 10, more than half of global business executives gave their company a score of 3 or below. Only 31% gave a rating of 4 to 6. Just 17% ranked their company at 7 or above. (Deloitte University Press)

48. By department, the largest users of social media in enterprises are marketing (with 78% using social media to a moderate to great extent), IT (64%), sales (63%), and customer service (62%). The functions using social media least are operations (46%), supply chain operations (36%), risk management (35%) and finance (28%). (Deloitte University Press)

49. More than 40% of enterprises measure the success of their externally facing social media initiatives based on social reach (e.g., number of fans/followers) or brand reputation enhancement. Just 14% measure it based on sales. 19% don’t measure it at all. (Deloitte University Press)

50. Among the Interbrands Top 100 brands (B2C), nearly all have a presence on Facebook and Twitter. 76% are also on Google+, 74% are on Pinterest, almost a third (31) are on Tumblr. (MediaPost)

51. Why Tumblr? Because “posts tend to have a longer shelf life on Tumblr than Facebook and Twitter through ‘reblogs,’ or reposts of updates. Almost a third of reblogs (29%) took place more than 30 days after the initial post.” (MediaPost)

52. Does that mean B2B marketers should jump on Tumblr to promote their thought leadership content as well? Not necessarily; MTV claimed the second-highest number of reblogs in a recent period. Sprite claimed the most reblogs over that timeframe, with more than 85,000 for a single post with an animated GIF of a game of spin the bottle. (MediaPost)

Small Business Social Media Statistics and Facts

53. 78% of small businesses attract new customers through social media. (Relevanza)

54. This despite the fact that 80% of SMB websites don’t display links to the company’s social networks. (iMedia Connection)

55. The top three challenges faced by SMB B2B marketers are lead quantity (69%), lead quality (60%), increasing brand awareness (56%) and reaching decision makers (52%). It seems like those figures haven’t budged much in 20 years. (MarketingProfs)

56. The three tactics viewed as most effective for generating SMB B2B sales leads are company websites, email newsletters, and tradeshows. LinkedIn and Facebook were also cited as effective by more than half of marketers, coming in just ahead of direct mail. (MarketingProfs)

57. At the other end of the scale, Pinterest, outdoor media and virtual events were cited as the lead effective tactics for SMB B2B lead generation. (MarketingProfs)

58. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). However, less than half said that it either reduced marketing expenses or increased sales. (eMarketer)

59. Small business marketers are most likely to outsource TV/radio advertising (40%) and SEO (35%); they are least likely to outsource email newsletter and social media marketing management (less than 5% each). (Constant Contact)

60. However, those decisions are often budget-driven. Half or more of SMB marketers would prefer to outsource both TV/radio ads and SEO, and nearly 20% would outsource social media marketing if they could. (Constant Contact)

Content Marketing Facts and Stats

61. The content marketing challenges faced by enterprises and small businesses must be very different, right? Well…yes and no. Marketers in companies large and small rank are challenged by producing engaging content, producing enough content, producing a variety of content, and measuring content marketing effectiveness in broadly similar proportions. But surprisingly, they part ways on the challenge of lack of executive buy-in (38% of enterprise marketers vs. 25% of SMB marketers say they are challenged by this), lack of budget (48% enterprise, 38% SMB) and most dramatically, lack of integration across marketing channels (58% enterprise, 23% SMB). (Content Marketing Institute)

62. 92% of marketers believe that content creation is either “very” or “somewhat” effective for SEO. (leaderswest Digital Marketing Journal)

63. More than half of B2B and business-to-government (B2G) marketers focus on white papers and case studies as key components of their content marketing, compared to less than 10% of B2C marketers. However, those on the consumer side focus much more on customer reviews (44% vs. 27% for B2B). (MarketingSherpa)

64. Different types of content address different levels of the purchase funnel. At the top of the funnel, blog posts, news articles, press releases and social media content drive awareness. In the consideration stage, “category level” web page content, “long tail” blogs and news articles, newsletters, FAQs and white papers are most effective. (Brandpoint)

65. On average, 25% of marketing budgets are now spent on content development, delivery and promotion. (B2B Marketing Insider)

66. 87% of buyers say online content has a major or moderate impact on vendor preference and selection; but 43% say “blatantly self-promotional” content is a major turn off. (B2B Marketing Insider)

67. 54% of B2B marketers plan to increase spending on content marketing in 2014. (MyCustomer.com)

68. 77% of B2B marketers use a blog as part of their content marketing mix, and 70% use online video. (Social Media Today)

Business Blogging Statistics and Facts

69. Blogs convert readers into buyers. 42% of consumers look to blogs for information about potential purchases; 52% say blogs have impacted their purchase decisions; and 57% of marketers have acquired new customers with their blogs. (leaderswest Digital Marketing Journal)

70. Despite that, just 34% of Fortune 500 enterprises maintain corporate blogs – up from 28% in 2012. (leaderswest Digital Marketing Journal)

71. Within the Fortune 500, telecommunications (53%) and specialty retailers (48%) are most likely to have blogs. (leaderswest Digital Marketing Journal)

72. 77% of B2B firms maintain blogs. (MyCustomer.com)

73. Or do they? Another source puts the share of B2B marketers using blogs at 39% in 2013, down from 48% in 2012. Hmm, confusing. (eMarketer)

SEO and Search Marketing Stats and Facts

74. 50% of searchers on Bing click the first organic result. Only about 6% click the third result, 3% on the fourth result, and 1% on results near the bottom of page one. (Search Engine Land)

75. However—a lower position isn’t always bad. If the searcher clicks the “back” button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search. That is, the CTR for a result near the bottom of page one can be as high as 8% after a “back” button click. (Search Engine Land)

76. 50% of marketers cite web pages as “very effective” for SEO. Really, only 50%? (leaderswest Digital Marketing Journal)

77. Another study puts the figure above at 95%; that sounds more like it. (MarketingSherpa)

78. 50% of consumers say they are more like to click on a search result if the brand appears multiple times on the results page. This is why web presence optimization is vital! (leaderswest Digital Marketing Journal)

79. Marketers produce a wide variety of content to support SEO, with web pages (79%), social media (74%) and blogs (68%) topping the list. The least-used tactics? Mobile apps (14%), digital magazines (11%) and podcasts (8%). (MarketingSherpa)

80. Search AND social rule. Among marketers who rate their companies’ SEO strategies as “highly effective” in achieving marketing objectives, 38% have extensive integration between their social media and SEO tactics, and only5% have no such integration. Among those who call their SEO “not successful,” just 2% have extensive search and social integration, while 50% have no connection between these activities. (Marketing Charts)

81. Again comparing “superior” to “inferior” SEO strategists, those in the superior group are 67% more likely to say that creating original content is their most effective SEO tactic, and three-and-a-half times more likely to cite changing search engine algorithms as a critical obstacle to achieving their objectives, while being far less likely (6% vs. 58%) to point to the lack of a clear and concise strategy as a main challenge. (Marketing Charts)

82. Organic or paid? No, both! Paid search supports organic SEO efforts: paid-search ads alongside organic listings in position two through five receive two out of every three clicks from the search engine results page (SERP). When organic results are well below the fold in positions six through 10, paid search is responsible for nine out of 10 clicks to the Web site. (MediaPost)

83. Even when organic results fall in the first position, consumers still click on the paid-search ad. When a paid listing appears on a SERP with the top organic listing for the same keyword, the organic result gets 60% of the clicks on average and the paid link 40% of clicks. (MediaPost)

84. Just 23% of marketers generate more than half of all leads through organic search. 22% of companies generate between a quarter and half of all leads via search, and 24% obtain less than one out of every 10 leads via SEO. (MarketingSherpa)

Mobile Marketing Statistics

85. 50% of clicks on mobile banner ads are accidental. (iMedia Connection)

86. Still, mobile video is the fastest growth area in marketing. (iMedia Connection)

87. And 35% of B2B marketers plan to increase their spending on mobile marketing this year. (Social Media Today)

88. Facebook will account for 13% of worldwide mobile ad revenue in 2013. (Social Media Today)

Facebook Statistics and Facts

89. 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook. (leaderswest Digital Marketing Journal)

90. 81% of B2B decision makers say they visit Facebook at least monthly–but only 2% do so primarily for business purposes, as opposed to 42% who do so primarily for personal purposes. (Marketing Charts)

91. 20% of all internet page views come from Facebook. (iMedia Connection)

92. 95% of all social media-referred traffic to B2C websites is generated from just five social networks: Facebook, Twitter, Reddit, StumbleUpon, and YouTube. 74% comes from Facebook alone. (It’s All About Revenue)

93. On Facebook, brevity matters. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can get up to 66% more engagement if you cut it down to less than 80 characters. (Buffer)

Twitter Statistics and Facts

94. 34% of marketers say they have generated leads from Twitter. (leaderswest Digital Marketing Journal)

95. To maximize click-throughs from your tweets, keep them to 100 characters or less and tweet in the afternoon (between 1:00 and 4:00 EST). (leaderswest Digital Marketing Journal)

96. Twitter accounts for 32% of social media-generated traffic to B2B websites, but 82% of social media leads. Hmm, that doesn’t jive with other research on B2B social media. (MyCustomer.com)

97. 18% of U.S. adult internet users are now on Twitter, double the percentage from 2010. (MediaPost)

98. Using Twitter for social media? Great idea, but you’d better be listening. 81% of Twitter users expect a same-day response to questions and complaints aimed at brands. (Forbes)

99. There are 400 million tweets sent each day. (Social Media Today)

(And incidentally, the only organizations that have indexed all tweets back to the beginning of the service are Twitter itself, the Library of Congress, and Topsy. And presumably the NSA.)

100. 50% of technology companies have acquired a customer through Twitter. (Social Media Today)

101. While posting the same headline and link, over and over, is obnoxious, strategically repeating a tweet several hours apart–when different groups of your followers are likely online–can substantially increase click-throughs, without being annoying. (Buffer)

102. For tweets with links, 120-130 characters is the ideal range to maximize retweets. (Buffer)

103. Use hashtags—but sparingly. Tweets with one or two hashtags get 21% higher engagement on average, but those with three or more actually get 17% less engagement. (Buffer)

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Comments on this Article: 5

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  1. Jim Bannon says:

    Tom,

    What a tremendous VALUE you just supplied. Thank You.

    Can you please email me back the “rules of engagement” covering the wqay you will allow people to publish portions, giving you attribution?

    Thanx,

    Jim Bannon

  2. Tarek Riman says:

    Well put together, surprising stats! especially on complaints and LinkedIn!
    Thanks again Tom for the great article.

    TR

  3. Julie Roach says:

    Thank you for accumulating the information. Very valuable!

  4. Carlos Gil says:

    Number’s don’t lie. No matter how big or small your company is, its social media strategy should be a major companywide initiative in 2014. Social media is no longer an advertising afterthought or a “buzz word” circa 2009. It goes well beyond how people are speaking about and to your brand, social media is the single most powerful vehicle to build a loyal customer base period. Think of this formula, engagement builds loyalty and loyalty drives sales. As marketers, its time to break the organizational silos by integrating social strategy enterprise wide with sales, customer service, advertising, public relations, operations, and merchandising.

  5. Kelli Campbell says:

    Great article! These stats will be very helpful for me as a SM adviser, especially in SMB dealings.

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