via Ad Age by Michael Learmonth
The 658 subscribers who took Ad Age’s survey over the past two weeks characterized themselves as decision-makers in social marketing. The respondents were 34% marketers, 34% agency execs, 13% media execs, and various consultants and other members of the marketing ecosystem.
The results were a mixed bag for Facebook that illuminated some of the challenges it will have in scaling ad revenue, but it also indicated that some of Facebook’s perceived challenges with marketers — such as not providing enough transparency and data — are overblown.
The results also revealed confusion on how to calculate return on investment on Facebook and how to compare that to spending in other social and traditional media channels.
Remarkably, Ad Age readers surveyed speak in virtual unison on two questions. Nearly 86% of those surveyed say they currently use Facebook as a marketing tactic. Only 55%, however, say they currently advertise on Facebook, and nearly 88% said they would implement Facebook content without advertising at all.