Sprout Social：2019社交媒体指数报告（英文版）(34页).pdf

1、 SproutSocial 1 SproutSocial 3 05 09 13 23 39 53 61 Table of contents Introduction Key fi ndings The state of social media marketing What your audience really wants Moving toward a social-fi rst business Trends to watch Conclusion SproutSocial 5 Introduction SproutSocial 5 SproutSocial 7 Introductio

2、n There is no questioning the value of social media. Social is a venerable powerhouse, supporting nearly every marketing objective from brand awareness to advocacy over the past decade. And this value forces social teams to think more critically about their integrated marketing strategies as a whole

3、. To understand the full potential of social and how it can provide the most value to brands, we went right to the source. For this Index, we surveyed more than 1,000 social marketers about their social goals, challenges and expectations, and we cross-referenced their responses with those of more th

4、an 1,000 consumers to understand what people really want from brands on social. Seventy percent of social marketers say their biggest goal with social is to increase awareness, and more than half (59%) use social to support their sales and lead generation objectives. Other goals include increasing c

5、ommunity engagement and growing brand audiences, making social an incredibly rich marketing channel. But with such a versatile resource at their disposal, marketers can fi nd it challenging to prioritize their goals and hone their focus. Social also remains the optimal channel for marketers to achie

6、ve their lofty goals. In the last six months alone, 44% of consumers reported an increase in their personal use of social media platforms. That increased social usage bodes well for marketers seeking to drive their social audience further down the purchasing funnel: when consumers follow a brand on