The results came from a study of 180 brands and agencies, which found that Coca-Cola came out on top for ?brands that do social media the best? with 20 per cent of the vote.According to Alex Kozloff, IAB’s director of marketing and communications, four tips to succeed at social media are relevancy, clear objectives from the beginning, authenticity and credibility, and being adaptable. Kozloff believes the social media leaders ?are signature exponents of these principles?, with Nike and Virgin the other brands in the top three that followed the beverage maker with 15 per cent and 12 per cent respectively. Interestingly, agencies and brands have a huge divide in what they believe to be the most important factors in a successful social media campaign. Some 14 per cent of agencies are all about cost control and said budget was key, while 28 per cent of brands put faith in engaging content. There is still room for improvement, however, as 28 per cent of respondents feel that social media does not have an important marketing role. Additionally, fewer than half of social campaigns are included in wider promotions at just 43 per cent, the study showed. ?Although the use of social has become more sophisticated, it still has a lot of growing up to do in convincing a significant part of the marketing industry that it has an important and beneficial role to play,? said Kozloff. ?In terms of marketing disciplines, it?s still a teenager. However, with agencies expecting social budgets to rise 33 per cent and brands expecting a 21 per cent rise, it could enter adulthood within a couple of years.?
Read more on how brands measure up:
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