The State of Social 2018 Report: Your Guide to the Latest Social Media Marketing Research

We’ve come a long way since the great social media marketing boom of the late 2000s. New platforms have emerged and established ones have lost favor or reinvented themselves along the way. It’s a whole new world out there.

Facebook is still dominant, but the platform is unveiling some of its most sweeping changes in years. Vine might be gone (or is it?), but Twitter continues to make major moves by way of live video. Snapchat is on the precipice of its own redesign, and the list goes on.

To help marketers navigate the ever-changing social media landscape, we partnered with our friends at Buffer to produce a new report: The State of Social Media 2018. The goal of the project is to shed light on recent movements in the social space, providing actionable insights that you can use this year and beyond.

The data we captured explores topics such as how businesses are utilizing specific platforms today, the rise of paid social media, how social content strategy has changed, and how marketers can measure social media efficacy. You can download the full report here.

3 Key social media takeaways to guide your marketing in 2018

1. There are huge opportunities in the messaging space (only 20 percent of marketers have used messaging apps for marketing)

Messaging platforms have grown at an incredible rate over the last couple of years. And there are now more people using the top four social messaging apps (WhatsApp, Messenger, WeChat, and Viber) than the top four social media apps (Facebook, Instagram, Twitter, and LinkedIn)1.

Despite this incredible growth, our State of Social 2018 survey found that just 20 percent of businesses have invested in marketing through messenger platforms:

After seeing such high user growth for the past few years, companies like Facebook will begin to focus on how they can monetize chat apps which will open up new advertising opportunities for marketers.

Right now, marketers still appear to be investing more time and resources into social media platforms like Facebook and Twitter, but as organic reach continues to decline (more on this below), we’ll see a greater number of marketers experiment with messaging apps as a way to connect with their audience.

2. Companies that invest in social media ads are more than twice as likely to say social media marketing is “very effective” for their business

When we asked respondents how effective social media marketing has been for their business 45 percent said “somewhat effective” and a further 29 percent believed that social media marketing had been “very effective”.

However, when we split these results based on whether or not the respondents had invested in ads, we found that businesses that have invested in social media ads are more than twice as likely to report that social media marketing is “very effective”.

Whereas businesses that have not invested in ads are more than twice as likely to report that the effectiveness of social media marketing for their business is “uncertain” or “very ineffective”.

3. Engagement is the #1 way to measure ROI from social media advertising

When we asked respondents how they measure the ROI of their social media advertising campaigns, 42 percent said engagement, followed by leads (17 percent) and sales (15 percent):

When we broke down the data by business size, engagement was still the #1 way both small and large businesses measure ROI from social media advertising:

This appears to be the continuation of a trend we noted in 2017, where social media is becoming more about engagement than driving traffic or making direct sales.

How marketers are using social media platforms: 7 insights you need to know

1. Facebook is still the leading platform for marketers (96 percent of businesses use Facebook)

Facebook is the leading platform for marketers with 96 percent saying their business is actively using it. Twitter was close behind with 89 percent of respondents saying they use the platform for their business.

2. Facebook organic reach continues to decline (only 21 percent of respondents haven’t noticed a decline in the past 12 months)

Facebook is constantly tweaking its News Feed algorithm and it appears that organic reach has once again declined over the past 12 months with just 21 percent of people “disagreeing” or “strongly disagreeing” with the below statement:

3. Video is a top priority for 2018 (85 percent of businesses would like to create more video content)

Video has been booming across social channels for the past couple of years and 85 percent of businesses are keen to create more video in 2018:

When we asked what’s currently holding businesses back from creating more video content lack of time and budget were the two main blockers:

4. Facebook is dominating the paid advertising space (94 percent of marketers have used Facebook Ads)

Facebook is the most popular platform for paid ads (94 percent), followed by Instagram (44 percent), with LinkedIn and Twitter tied in third place (26 percent):

Looking ahead, 67 percent of businesses are looking to increase their social media advertising budget in 2018:

5. Images are the most shared type of content (95 percent of businesses post images to social channels)

Ninty-five percent of respondents said their business posts images, with links (85 percent) being the second most shared content type:

6. The rise of stories (68 percent of marketers are planning on creating more stories in 2018)

Last year, only 29 percent of State of Social respondents had created stories on Instagram or Snapchat. This year 42 percent have created stories on Instagram (just 11 percent had created stories on Snapchat):

Further to this, 68 percent of respondents plan to create more stories content in 2018:

7. Live video hasn’t yet caught on (only 31 percent of marketers have broadcast live video)

In our last State of Social report, 26 percent of marketers said they had created live video content. In 2017, 31 percent of marketers said they had broadcast live content—just a 5 percent increase:

For those who have created live video, Facebook was the number one platform of choice, ahead of Instagram and Periscope (Twitter):

Live video could still present a huge opportunity in 2018, though. Facebook’s Head of News Feed, Adam Mosseri, recently revealed that live videos on average get six times as many interactions as regular videos. This could be especially valuable for Page owners as Facebook is making changes to their News Feed algorithm to give people more opportunities to interact with the people they care about.

The data: Who took part in the survey?

For this report, we surveyed over 1,700 marketers from businesses of all sizes. The majority of respondents work at companies who focus on both B2B and B2C customers (43 percent), while 33 percent work at purely B2B companies and 25 percent at B2C companies. 49 percent of our respondents work at businesses with 1-10 employees. At the other end of the scale, 7 percent of respondents work at companies with over 200 employees.

Company size

Just under half (49 percent) of the people who took our survey work at companies with fewer than 10 full-time staff. A further 21 percent work at companies with between 11-50 full-time team members. Here’s the full breakdown:

  • 49 percent: Fewer than 10 people
  • 13 percent: 11-25 people
  • 8 percent: 26-50 people
  • 8 percent: 1,001+ people
  • 7 percent: 51-100 people
  • 6 percent: 101-200 people
  • 5 percent: 201-500 people
  • 4 percent: 501-1,000 people

Marketing team size

The majority of respondents in our survey work closely with a small number of colleagues in their marketing teams or act as the sole marketer at their company:

41 percent of respondents were the only marketer at their company38 percent of people worked in marketing teams of between 2-5 colleagues11 percent of people work in marketing teams larger than 11 people9 percent of people work in marketing teams of between 6-10

Industry breakdown

Twenty-three percent of those who took the survey work at organizations in the marketing, PR, and advertising space. Other industries include: Media and Publishing (11 percent); Non-Profit (10 percent); Education (8 percent); Consumer Products (8 percent); IT & Services (6 percent); Software (5 percent); E-commerce (3 percent); Medical & Healthcare (3 percent); Financial (3 percent); Travel & Tourism (2 percent); Financial Services (2 percent); Government (2 percent); Law & Legal Services (1 percent); Other (15 percent).

Over to you

Thanks so much for checking out our State of Social 2018 report. We hope you enjoyed the data and discovered some useful takeaways for your business.

P.S. We’ve made the data open and available to anyone in this Google Sheet (feel free to make a copy and interrogate in any way you’d like – we’d love to hear what you might find). You can also download a copy of all the State of Social 2018 charts here.

Feature image via Jaelynn Castillo.

Explore these themes and more in-depth at SMWNYC, to be held April 24-27, 2018. To take advantage of the 30% off early bird discount, register by Jan. 19.

The post The State of Social 2018 Report: Your Guide to the Latest Social Media Marketing Research appeared first on Social Media Week.

Social Media Marketing in Snohomish, WA

What Your Business Needs in Social Media Marketing in Snohomish

Posted on December 13, 2017 

Deciding where to budget your advertising and marketing dollars can be challenging, and marketing experts know that there is not “one” single marketing strategy that will meet all your advertising needs. The key is successful integration of numerous techniques that will draw business to you, create brand awareness and develop loyal customers from passive online viewers. is an essential aspect of this overall plan.

Proven marketing tactics will connect your brand precisely with customers and engage them on a personal level. Content development focuses on interesting, relevant and enlightening information that readers want to share across multiple social media platforms.

Engage an experienced marketing team who will utilize social media to:

  • Develop an inimitable, data-driven social media proposal.
  • Simultaneously manage social media on a variety of platforms.
  • Monitor all interaction with regard to your company on social media.
  • Analyze and report on social media analytics to see what works, what doesn’t and what may need to be adjusted.
  • Oversee customer satisfaction, support and retention through careful examination of customer responses.

Top Marketing Agency has an experienced team of specialists who know what consumers want in social media and other forms of advertising and are successful in developing a comprehensive plan for your business, no matter what industry you belong to or the size of your company. We have strategies for all budgets and all business goals. Call us at (206)279-3440 to schedule a personal consultation with our marketers to discuss your ambitions for a successful campaign in . You will not be disappointed with the results.

5 Tips to Improve Your Restaurant’s Social Media Marketing Strategy

We all know how important social media are to a restaurant marketing strategy.

Connecting with patron’s and potential guests through social media is the second most important and effective digital marketing technique you can use to increase your business. If you’ve been following our blog, then you already know that we consider your website to be your most valuable marketing asset

Today we discuss 5 tips to help you improve your restaurant’s social media marketing strategy.

1: Know your objectives

Spend time understanding exactly what you want to achieve.

Do you know what you want to gain from the investment you make in social media marketing? Do you want to increase your restaurant’s visibility; reach new clients; build your brand; get the word out about promotions & specials; or??? If you don’t establish clear goals, you won’t achieve the full ROI. Let’s explore some goals you can set for social media success. We’ll look at Facebook and Twitter because they are the most familiar, but remember that these objectives translate well to most social media platforms.

2: Increase Likes and Follows

Set a weekly goal to increase your restaurant’s Likes and Follows by 5 or 10.

“Likes” on Facebook and “Follows” on Twitter will boost the number of people that see the information you share. The more Likes and Followers you have the larger the audience for your marketing efforts. Here’s how it works; if 10 people that connect with your restaurant through social media each has 10 people following them you can reach 100 potential customers through those 10 connections. You won’t reach 100 people by sending 10 people a flyer through snail mail…

3: Keep them Engaged

Establish a schedule for your social media engagement.

Engaging your audience is crucial. In our social media driven, always connected culture you need to create interesting pieces of information to share about your restaurant on a regular schedule. When you’re busy, it’s easy to forget or set aside your social media marketing, but effective social media that drives business through your door deserves to be on the priority list.

It’s not as hard as it sounds. For example: When Chef creates a new menu item take a picture of the completed plate and share it to all of your social media platforms (you can do this right from your smartphone). Better yet, have one of your staff create a homemade video of Chef cooking the new dish with their smartphone! Just be sure your kitchen is presentable

Which leads right into my next tip; how handy is that??

4: Get Visual

Add photos and video to keep them engaged.

There’s a reason cute baby videos and cat memes go viral in social media; people are visual by nature and our eyes are drawn to color, pictures and motion. We also love to laugh! Use interesting photos and video that include audience appropriate humor to boost your social media audience engagement.

5: Measure Results

Measure, test, repeat.

Measuring the results of your restaurant’s social media efforts is a critical step. Fortunately, most of the social media platforms provide reports containing analysis of your social media engagement. Reviewing these reports can provide significant insight into the type of information your audience appreciates and shares. Repeat the things that work and throw out the ones that don’t.

WebDiner offers affordable social media management, so hit us up for a free consultation!

Job search and social media

Job search and social media

Social media seems like free for all when it comes to sharing your thoughts or updating what is happening with everyone. Remember social sharing can have lasting effects, good or bad. So does it mean to stay away from social media or shy away from it? Not at all, the basic is to share and use social media in a smart way. Let us look at some suggestion on social media use if you are searching for a Job.

Review about your current employer

Never use social media to complain about your current employer or share negative thoughts on your current job. Stay away from complaining about a job or about your manager. Sharing of political views is also not a good idea,

It will not sit well with potential future employers.

Likes and Opinions

Job seekers need to be careful when they share their likes or express their opinions especially on religion, politics or any other hot issues. Do it in a thoughtful way that demonstrates that you have considered your words.

Never discuss your current projects or work plans, never be loose-lipped, maintain confidentiality and never disclose about your employer’s current projects or clients.

Protect your privacy; refrain from compromising photos and indiscriminate tagging. Posting pictures with alcohol bottles or smoking pics or dancing in a pub party will not be good for you. Be sure not to update your phone number, personal address etc. in social Medias, it will keep you safer both in your job search and on your personal life.

The Art of Social Media

I worked like crazy on my best-selling book The Art of Social Media: Power Tips for Power Users with my co-author Guy Kawasaki. I wrote this book with Guy because a lot of people ask me how I do what I do. They wanted the inside scoop for how I do my social media. It’s more than I can respond to in a tweet or even a blog post. So Guy and I got together and laid it all out in The Art of Social Media to help other people do what we do and get the most they can from social media.

I’m, of course, blessed to work with an experienced and amazing co-author and you’ll get great insights to what we do with actionable tips for how you can do it too! We’ve worked with big brands and are active on social media every single day. We’ve tested all the tips and tried all the services that we talk about.

Absolutely a must read for any marketer. ( Inc. )

A little about the book from our publisher Penguin: 

With more than 100 practical tips, tricks, and insights, Guy and Peg present a ground-up strategy to produce a focused, thorough, and compelling presence on the most popular social-media platforms. They guide you through the steps of building your foundation, amassing your digital assets, going to market, optimizing your profile, attracting more followers, and effectively integrating social media and blogging.

For beginners overwhelmed by too many choices, as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world.

Or as we put it, “great stuff, no fluff.” Ready to get reading? Click here to grab your copy of The Art of Social Media: Power Tips for Power Users

The Art of Social Media is an international best-seller after being published in twelve countries and fourteen languages! It’s been in the #1 spot on Amazon for Social Media for Business since it’s launch in December 2014.

We have hundreds of amazing reviews! Here’s a few of them:

Peg, Thank you for being an inspiration. Had the greatest success of my marketing career over the weekend. It’s changing my life. You and Guy have made a huge impact. Thanks for being so awesome.

 Nowhere in the book is there one extra word of pfaff, flab or hyperbole. Nowhere are there any tall promises, wild claims or a glimmer of condescension to the less-lucky socially-floundering people. Every piece of advice is not just eminently do-able, it’s also backed by a solid sense of strategy … and it all comes from the heart of one who is still humbly learning and is sharing without reserve. More than anything else, it’s the attitude of giving in the book that gets you. The book also doesn’t pull any punches. When needed it’s a hard taskmaster and admonishes you to serve the social networks rather than try to master them or feel as if you have to “conquer” them.

I could sense Guy’s overt presence throughout the book as he has written it … and I could also feel the covert presence of Peg everywhere, simply because so much common sense couldn’t have been put into a book without the inputs of an uncommon woman like her (I’m not saying that because I’m a woman, but if you’ve seen her blog and read her posts, you’ll see what I mean!).

“So many books on social media are ho-hum at best. NOT this one! Guy Kawasaki and Peg Fitzpatrick have crafted a sexy primer on rocking social media that is concise and instructive. The book reminds me of Andy Warhol’s quote, “Making money is art and working is art and good business is the best art.” The Art of Social Media is a book that will elevate your business. Get your highlighter out!”

Love this book. And that is in fact saying a lot as I have been mostly unimpressed with most social media books. The real strength with The Art of Social Media is that it is really more of a guide on how to execute and what to execute instead of a bunch of tricks.

Another great fact is that both of the authors really have a lot of experience creating books and using social media meaning that there is a wealth of experience that is more timeless than just looking at Twitter or Facebook today and pretending that your customers and influencers will never be on another social network.

We have digital resources for The Art of Social Media here:

How negative social media fame affects kids

Mitch Prinstein, Ph.D

Professor of Psychology and Neuroscience

Mitch Prinstein, Ph.D. is a husband, a father, board certified in clinical child and adolescent psychology, and serves as the John Van Seters Distinguished Professor of Psychology and Neuroscience, and the Director of Clinical Psychology at the University of North Carolina at Chapel Hill.Mitch’s Peer Relations Lab has been conducting research on popularity and peer relations for almost 20 years, and has been funded by the National Institute of Mental Health, the National Institute of Child and Human Development, and several private foundations, resulting in over 100 scientific works, including a slew of scientific journal articles, book chapters, a set of encyclopedias on adolescent development, and even a textbook on the field of clinical psychology.Mitch is deeply committed to science and training in clinical psychology, having served as President of the Society for a Science of Clinical Psychology and the Society of Clinical Child and Adolescent Psychology, the Editor-in-Chief of the Journal of Clinical Child and Adolescent Psychology, and on the boards of the American Psychological Association, the Council of University Directors of Clinical Psychology, and publication board of the Association of Behavioral and Cognitive Therapies.He and his research have been featured in The New York Times, The Wall Street Journal, National Public Radio, the Los Angeles Times, CNN, U.S. News & World Report, Time magazine, New York magazine, Newsweek, Reuters, Family Circle, Real Simple, and elsewhere.

More Parenting Videos from Mitch Prinstein, Ph.D >


Social Media Marketing: Setting expectations both internally and externally [Video]

“#FAIL” is the last thing you want to hear from your audience on your social media channels.

From disgruntled users or customers to people calling out your company or brand’s blunder, handling the outcome of a social media fail correctly is critical for recovery.

But beyond just addressing a crisis online, is there an effective way to prevent these cringe-worthy mishaps from even happening?

In the MarketingSherpa Media Center at IRCE, Andrew Jones, Industry Analyst, Altimeter Group, explained how using a simple two-part strategy can help prevent social media fails before they occur.


Strategy #1. Manage expectations internally

Before you embark on social media, Andrew explained there should be a plan going into the journey to set guidelines for those who will be posting.

“At first, I think a lot of brands got involved and saw it as kind of a cute toy, and said, ‘Oh, let’s give it to the intern,” or, ‘Let’s give it to someone who doesn’t necessarily know a lot about the company,”‘ Andrew explained. “That can cause problems if the engagement that ends up representing the company in a very public space ends up causing social media fails or misrepresenting the company.”

Andrew recommended that the team managing a company’s social media account has rules and scenarioson how to interact with the audience online, especially when there’s a problem.

Strategy #2. Manage expectations externally

Having rules for engagement when things go wrong is helpful, taking it a step further by posting those rules publicly will help a company succeed when the inevitable social media crisis occurs.

For example, Andrew explained that when there are confrontational comments, and they are deleted by the brand or company, that could make the problem worse.

“If you don’t have something to point to, it’s very easy for fans and followers to get really up in arms about what you’re doing, or deleting, or any kind of behavior,” Andrew said.

By being transparent about what is – and isn’t – appropriate on your social media channels, you will have something to fall back on if something goes wrong.

Watch Andrew’s full interview from the MarketingSherpa Media Center at IRCE to learn more about social media fails, and how to address them.

You might also like

Reputation Management: How Dairy Queen handles customer service using social media [Case study]

Reputation Marketing: 7 tactics to manage and protect your brand [How-to article]

Develop a Winning Combination for Social Media Integration: 9 tips from a recent MarketingSherpa webinar [How-to article]

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Social Media Auslese September 2017

Auch der September hält einige Social Media News bereit. Facebook passt die Namen zweier Optionen in den Editoren an und sperrt kurzzeitig diverse Targeting-Optionen. Wenn ihr wissen wollt, welche Modifikation Twitter in die Beta gebracht hat, seid ihr hier richtig! #280characters


Sperrung verschiedener Targeting-Möglichkeiten bei Facebook

Wie Mitte des Monats bekannt wurde, erfolgte eine Sperrung diverser Targeting-Kategorien bei Facebook, darunter Jobtitel, Unternehmen, Universität und Bildung. Dieser Schritt wurde nötig, nachdem sich Propublica an Facebook gewandt hatte, um anzuzeigen, dass diverser Missbrauch mit den Targeting-Kategorien verursacht wurde.

So konnten in den Kategorien antisemitische und neonazistische Optionen zur Bildung von Zielgruppen genutzt werden. Diese, so die Vermutung von Propublica, wurden vermutlich durch einen Algorithmus erstellt und nicht durch Mitarbeiter des Tech-Riesen in das Targeting-Register eingetragen.

Sperrung verschiedener Targeting-Möglichkeiten bei Facebook

Quelle: ProPublica

Bereits einige Tage später wurde bekannt, dass nach eingehendem Check der Kategorien etwa 5000 Targeting-Möglichkeiten wieder verfügbar gemacht wurden. Alle Kampagnen in denen die nun entfernten Begriffe genutzt wurden, wurden durch Facebook gestoppt und die betreffenden Werbetreibenden informiert. Diese müssen alle Targeting-Optionen entfernen, andernfalls können die gestoppten Kampagnen nicht reaktiviert werden. Facebook teilt außerdem mit, dass automatisierte Prozesse bei der Erkennung von interessanten Zielgruppenbegriffen in Zukunft stärker durch Mitarbeiter kontrolliert würden, um weiterem Missbrauch vorzubeugen und entgegenzuwirken.

Namensänderung in den Geboten für Anzeigen

Im September standen weitere Änderungen im Werbeanzeigenmanager bzw. Power Editor an. Allerdings handelt es sich lediglich um eine Änderung in der Benennung bestimmter Attribute. So wird aus dem bekannten “Automatisch – lass Facebook das Gebot festlegen, das dir dabei hilft, die meisten Klicks zum besten Preis zu erhalten”

zukünftig “Niedrige Kosten – erhalte die meisten Link-Klicks für dein Budget” und aus “Manuell – Gib ein Gebot ein, das darauf basiert, wie viel dir Link-Klicks wert sind” wird “Lege Maximalgebot fest”.

Wer weitere Informationen zu den Gebotsstrategien benötigt oder gern eine Übersicht dazu hätte sollte bei Thomas Hutter vorbeischauen.

Und noch mehr Missbrauch.

Zwischen Juni 2015 und Mai 2017 wurden für ca. 100.000 € mehr als 3000 Anzeigen eingekauft. Diese lassen sich laut Facebook nach Russland verorten und etwa 2200 dieser Anzeigen (mit einem Budget von ca. 50.000 €) siedelten sich dabei im politischen oder sozialen Terrain an. Darüber bilden sie unter Umständen einen vermutlich oft nicht gewünschten Einfluss auf die Meinungsbildung zu bestimmten Themen aus. Mehr zum Thema findet sich auch bei Digiday.

Sonstiges bei Facebook:


Neue Werbemöglichkeiten für Instagram Stories

Für die Instagram Stories sind nun auch Canvas Ads verfügbar und machen die attraktive Vollbildwerbefunktion in diesem Medium möglich. Immerhin werden die Stories täglich von etwa 250 Millionen Menschen genutzt und sind damit eine nicht unwesentliche Werbemöglichkeit. Darüber hinaus ist es laut Thomas Hutter nun möglich, über Instagram aufgenommene Stories in den Power Editor zu laden und auf diesem Wege auch Funktionen wie Filter, Sticker oder Boomerang für Anzeigen zu nutzen.

Eine Reddit-Community auf dem Weg zum inoffiziellen Instagram Archiv

Auf Reddit ist eine Community entstanden, die es sich zur Aufgabe gemacht hat, alle verfügbaren Instagram Posts zu archivieren, “ […] because nobody else was doing this “, so einer der Mitbegründer. Aktuell sind etwa 600TB Daten gesichert. Auch wenn Instagram dem Anliegen dieser Gruppe widerspricht, ergibt sich, so auch der Initiator der Gruppe, eine Relevanz zumindest aus geschichtswissenschaftlicher Perspektive. Da eine Zukunft ohne Instagram durchaus denkbar ist, blieben auf diese Weise zumindest die Zeitzeugnisse der Nutzer erhalten.

Sonstiges bei Instagram:


Twitter testet die Erweiterung der Zeichenzahl

Twitter 280 Zeichen


Ab sofort gestattet Twitter einer recht kleinen Gruppe Beta-Testern 280 anstatt der ursprünglichen 140 Zeichen pro Tweet zu verwenden. Begründet wird das Experiment damit, dass viele Nutzer davon frustriert sind, ihre Gedanken auf 140 Zeichen herunterbrechen zu müssen.

Zwar erreichen aktuell nur 9% der englischen Tweets das Zeichenlimit, dennoch erhofft sich Twitter einen Anstieg der Nutzer bzw. einen Anstieg der Frequenz, in welcher Nutzer twittern. Mehr zu diesem Thema und eine kleine Geschichte der Modifizierungen des Kurznachrichtendienstes findet ihr auf Wired.

Sonstige Social Media News