DMA launches inaugural social media scorecard

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Marketers across the world are well aware of the onus placed on them to use social media effectively, with platforms such as Twitter seen as potential goldmines for companies that engage with their customers effectively.

However, which platform is best – and how to get the most out of each one – remains a bone of contention in what is a still a relatively youthful discipline.

The Direct Marketing Association (DMA) has now thrown its hat into the ring, releasing a social media scorecard in which it assesses social media platforms to decide which one offers the most benefits to businesses hoping to publicise their service or products.

Facebook scored the highest across all three metrics overall – these were access to tools for targeting individuals, ability to create interactive and personalised experiences, and ability to integrate effectively with other channels.

It was followed closely by LinkedIn, with Twitter coming in at third and Youtube and Google+ taking up the vanguard.

According to the study, LinkedIn is the best option for targeting tools thanks to its Advanced People Search function; Facebook ads and promoted posts can also be helpful when it comes to getting in touch with the right people.

Lynsey Sweales, chief executive officer of the DMA Social Media Council and also of SocialB UK, said Facebook looks to be the best platform for now but added that this could change over the coming months.

“Only a handful of the marketers in the survey (fewer than 25) were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren’t included here. But I’m sure that our next survey will see more of these newcomers making an impact,” she added.

A recent study from the DMA pointed to impressive growth in the direct marketing arena, both in B2B and B2C terms.