According to a study from eMarketer, nine out of ten U.S. companies with 100 or more number of employees are likely to use social networking sites to address their marketing purposes this year. The current figure of U.S. corporate using social networks like Facebook, Twitter, YouTube and LinkedIn etc is 88 percent, which is 8% point gain on 2011 and around 31% since 2009.
According to this study conducted by eMarketer, the growth will be only three percentage points by 2014, which also indicates that we are gradually nearing the point of saturation when it comes to use social networking for marketing purposes.
With 83% relying on wall posts, likes and fan pages, Facebook is the number one social marketing platform for brands this year. For 2014, the targeted growth rate is 88 percent. Twitter claims 53% of the attention of the marketers, which is again expected to rise to 64 percent over the next two years. The upside potential of YouTube seems to be limited over this period of time. The reason behind this is the niche appeal of video marketing to select industries.
However, this study focused only on the scopes of social media marketing for larger businesses. Small and mid-sized businesses, on the other hand, still have plenty of growth potential.
Thus, the challenge for U.S. corporate is not growth, but maintaining and delighting their existing audiences with strong products, new and innovative social campaigns, and the best available customer service.