Commonly Used Social Tools

Facebook, Twitter, LinkedIn, blogs and YouTube were the top five social media tools used by marketers, with Facebook leading the pack.All of the other social media tools paled in comparison to these top five. The top five have remained virtually the same since 2011.

We added a few new categories this year, including Google+, photo sharing sites (such as Pinterest, Flickr, and Instagram ) and daily deals (such as Groupon and LivingSocial). We also removed MySpace from our study.

CHANGES SINCE 2011: Google+ (introduced in late 2011) is used by 40% of social media marketers. This is very significant considering the age of this newcomer. Social bookmarking sites dropped significantly from 26% in 2011 to 16% in 2012. Forums also dropped from 24% in 2011 to 19% in 2012. In addition, geo-location services like Foursquare dipped from 17% in 2011 to 14% in 2012.

The self-employed (79%) and owners of small businesses (79%) were more likely to use LinkedIn. Larger businesses were more likely to use YouTube (73%) and less likely to use blogs (55% or less).

A close examination of which tools experienced social media marketers are using compared to those just getting underway provides further insight.

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