48% of Marketers Cite Social Media as Top Area of Desired Growth

As marketers continue to explore new tools and resources available to them, research suggests that social media remains a key area of interest and investment.

Unsupervised recently published the results of its “Optimizing Marketing Tools” survey, based on the responses of 748 marketers. At the time, 28% of respondents admitted that social media marketing is their department’s weakest skill. However, the majority (48%) stated that social media marketing is their top area of desired growth, suggesting that they aren’t giving up just yet.

Additionally, social media was cited as the top tool of interest by most of the survey respondents (30%). Video marketing (20%), marketing automation (20%), and content creation and design (20%) also made the list.

B2B Marketers and Growing Social Media Usage

Although social media has been a struggle for some marketers, previous research indicates that B2B marketers, in particular, have begun to find success in this area.

SageFrog released its “2022 B2B Marketing Mix Report,” and statistics suggested that most B2B marketers (66%) are now seeing a return-on-investment from their paid social media marketing initiatives. In particular, many are leveraging Twitter for reputation management and brand awareness. However, LinkedIn remains the top platform among B2B marketers, with 85% citing it as their most-used social media channel.

“Many people place their trust in LinkedIn, considering it a safe and secure social outlet to pursue connections with both peers and prospects,” wrote the authors behind the report.