April 4, 2012: Social Media Examiner's fourth annual social media study revealed that marketers used search engine optimization (SEO) 65 percent of the time in their marketing efforts, trailing only email (87 percent).
What's more, it was discovered that B2B social marketers were more likely to use SEO than B2C marketers – 67 percent to 62 percent, respectively.
Of the 3,800 social media marketers studied, respondents stated that they also used event marketing fairly often (64 percent), followed by press releases (55 percent), direct mail (41 percent), online ads such as Google Adwords (38 percent) and print display ads (36 percent).
Sixty-eight percent of those polled said they plan to increase their SEO efforts going forward, although that figure has dropped from 71 percent last year. Conversely, a mere 43 percent of marketers said they're planning to increase pay-per-click advertising.
When it came to which sites were the most popular to marketers, Facebook led the way at 92 percent. MarketingLand points out that Google+ has failed to catch on, at just 40 percent usage. This suggests marketers are "wisely taking a wait-and-see approach to Google+ so far," the news source states. "There’s no sense throwing a lot of time and energy into Google+ – or any social networking site – if your target audience isn’t there."