Two thirds of marketers in Ireland believe that Twitter is the most effective social platform for business, but Facebook is the ‘most important’ according to the results of a new study.
The study, conducted in November and December last year by Edelman and the Marketing Institute of Ireland found that 67% of marketing professionals rated Twitter as effective for marketing, compared to 59% for LinkedIn and 55% for Facebook.
Additionally, 87 percent of respondents used Twitter, which ranked first overall ahead of LinkedIn (74 percent), Facebook (73 percent), YouTube (50 percent) and blogs (34 percent).
However, when asked to choose which social channel was the most important for their business, Facebook finished first, cited by 36 percent of respondents, ahead of LinkedIn (24 percent) and Twitter (21 percent).
While less than half of marketers said they were able to measure the return on investment (ROI) of social media, more than nine in ten said social was important to their business.