Obstacles arising from social media

Along with the benefits of social media for business, comes the cost of operating and maintaining it. Most costs of social media come from the marketing department of businesses, whereas other departments may use social media in order to bring costs down.  In 2014, marketers used, on average, 9% of their budget on social media, with an increase to 13% in 2015. It is predicted that in 2019, they will be spending somewhere around 21% of their budget on social media. (Lee, 2015)The content factory reported that “creating a comprehensive strategy for social media marketing and outsourcing all work for all channels costs anywhere from $3,000-$20,000 per month, with the industry average settling between $4,000-$7,000 per month”, where marketers had a minimum of two social medias. (The Content Factory, 2011) For small and medium sized enterprises this can be a big investment to make considering it may not be effective, and they may not be able to calculate their return on the investment.

Many marketers are unsure about the effectiveness of their efforts of social media. The social examiner found that only 45% of marketers think that their Facebook efforts are effective, and seeing that 93% of marketers are using Facebook to benefit their business, it is hard to believe that less than half are benefiting. (Stelzner, 2015) This may be demoralizing for marketers, but they do recognise the benefits that can arise from social media, as 68% of marketers said that they wanted to learn more about how to market effectively on social media.

Being able to work out the return on investment has proved problematic for marketers since social media marketing begun. Stelzner reported that a shocking 88% of marketers want to know how to measure their return on investment (ROI) for social activities. Although it is one of the bigger problems that marketers face, they are beginning to overcome the problem, seeing as only 26% of marketers could calculate their ROI on social activities in 2013, compared to 37% and 42% in 2014 and 2015 respectively. (Stelzner, 2015)

The use of social media is continuously changing. In the beginning, social media was mainly used for advertising and publicity. Today, there are several aims of social media, such as developing loyal fans and trying to gain an insight into the marketplace.  Trying to achieve these aims through social media may be difficult for marketers who have just begun social media marketing. The way in which marketers advertise their goods and services is also changing. Video marketing is said to be the future of content marketing according to the guardian. Cisco predict that by 2017, video will account for 69% of all consumer internet traffic. (Trimble, 2015) Adjusting to video content marketing is more costly and time consuming than traditional advertising, and so it is another reason for some marketers may fall behind due to a lack of resources.

Although there are many obstacles to becoming an effective social media marketer, the benefits that it brings to a business should outweigh these obstacles once it is operated effectively.



Lee, K. (2015, April). How to spend a social media budget. Retrieved Nov 26, 2015, from bufferapp.com: https://blog.bufferapp.com/social-media-marketing-budget

Stelzner, M. A. (2015, May). 2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT. Retrieved Nov 26, 2015, from Social Media Examiner: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf

The Content Factory. (2011). How much does social media marketing cost. Retrieved November 26, 2015, from contentfac.com: http://www.contentfac.com/how-much-does-social-media-marketing-cost/

Trimble, C. (2015, July 30). Why online video is the future of content marketing. Retrieved Nov 26, 2015, from The Guardian: http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online


B2B Marketing on social media

Investopedia defines B2B as a type of commerce transaction that exists between businesses. Cadbury, for example, is a manufacturer of chocolate, who sell their products to wholesalers such as Musgrave Group. B2B is concentrated solely on business conducted by two different companies, rather than a company and their consumers (B2C). Similarly to B2C marketers and businesses, social media affects the way they work today, although B2B marketers have found it harder to integrate social media into their campaign than B2C marketers.

B2B marketers are core contributors to the growth and success of their companies. It is a burdensome responsibility, which is crucial to many businesses. 73% of CEOs believe their marketers are not able to demonstrate how their strategies and campaigns lead to an increase in demand and sales. Järvinen et all found that B2B companies use social media in several ways of attracting new customers, for example, showing expertise, increasing awareness and engaging customers. (Järvinen, 2012) B2B marketers use an average of six social media to help them work more efficiently. (Kipp Bodnar, 2012)

Blogging made its way to the web in the late 1990s, and since then has had a massive impact on B2B transactions. 82% of marketers who blog daily have reported a positive return on investment for their efforts. (Hubspot, 2013) Businesses often blog on their own website, or on social media such as LinkedIn. The role of B2B blogs becomes evident when we look at how buyers search for information. Today, buyers search for important data, much of which may be found in blogs. Today, nine out of ten B2B marketers in America are using LinkedIn, but in 2014, only 42% of them  found they were using it effectively. (Content Marketing Institute, 2014)

The reason blogging has become a key element to a B2B marketer’s success, is because it helps to build relationships. Marketers must blog effectively in order to gain attractiveness from other businesses. Harris et al found experimental evidence for elements of attraction in B2B. They found that familiarity, similarity, reputation and knowledge of alternatives could all impact on a business’ attractiveness. (Lloyd C. Harris, 2003)

Video content marketing is another major tool that B2B marketers use to build brand visibility and to engage with potential customers. The report B2B Content Marketing: 2015 Benchmarks, Budgets and Trends found that 76% of those surveyed claimed it was a core factor in their digital marketing campaign and that 72% were using YouTube alone. 82% of B2B marketers reported a success from their video marketing campaign and 63% of them are experiencing an increase in video content spending. (Litt, 2014) After LinkedIn, larger companies, with 1000 or more employees, consider YouTube to be the most effective social media. (Content Marketing Institute, 2014)

B2B enterprises usually have a smaller customer base than B2C, but tend to have a higher selling point. Blogging and video content marketing, along with several other social medias for research, are important to B2B customers because they need access to more information, support and trust-factors to encourage a sale.


Content Marketing Institute. (2014). B2B Content Marketing. Retrieved November 11, 2015, from contentmarketinginstitute.com: http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf

Hubspot. (2013). 2013 State of Inbound Marketing. Retrieved November 11, 2015, from Hubspot.net: http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf

Järvinen, J. Tollinen, A. Karjaluoto, H. & Jayawardhena, C. (2012). Digital and social media marketing usage in B2B industrial section. Marketing Management Journal .

Kipp Bodnar, J. C. (2012). The B2B Social Media Book: Become a Marketing Superstar. Retrieved November 11, 2015, from Google Books: https://books.google.ie/books?hl=en&lr=&id=wvDVl0uo6R8C&oi=fnd&pg=PT13&dq=b2b+social+media&ots=78VY2pi47H&sig=riLG2PrrMW8sNZl32PNEPQlHqtE&redir_esc=y#v=onepage&q&f=false

Litt, M. (2014). The State of B2B Video Marketing: Demand Metric and Vidyard Present Benchmarks Report. Retrieved November 11, 2015, from vidyard.com: https://www.vidyard.com/blog/b2b-video-marketing-benchmark-report/

Lloyd C. Harris, e. a. (2003). Professional Interaction: Exploring the Concept of Attraction.

Marshall, C. (2014, October). 76% of B2B Marketers Use Video Content Marketing, YouTube Top Choice Retrieved November 11, 2015, from reelseo.com: http://www.reelseo.com/b2b-video-content-marketing/

Advertising and Publicity

Advertisement and publicity are two core components of marketing. Kotler describes marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires”. Most aspects of a business depends on how successful its marketing campaign is. What’s the point in having the best product or service in your industry if nobody knows about it? It would be very difficult to generate revenue and succeed without marketing, and social media enhances the ability for businesses to market their goods effectively.

Advertisement and publicity are most commonly seen on social media where marketers have access to the largest amount of active users. Advertising effectively on social media is extremely important. According to forbes, Amazon is the 13th most valuable brand in the world. Amazon is a company that operates solely online and makes B2C transactions. It is a prime example of a business that advertises effectively on social media. Amazon displays interest-based advertising on many social media sites using information you make available to the company when you interact with their sites, content, or services. Amazon use internet cookies and other technologies to learn about what advertisements potential customers have already seen, so that the potential customer is not shown the same advertisement many times. (Amazon, 2012)

As stated in a previous blog, it has been over twenty years since the first online advert was sold, and internet advertising has come a long way since then, and will only continue to grow. Facebook had one billion users active in one day for the first time ever in august (Newton, 2015), meaning one in seven people in the world were active that day, and so it comes as no surprise that a massive 93% of marketers are using Facebook to enhance their  marketing campaign, while 62% of marketers plan on increasing their Facebook activity. (Stelzner, 2015) Facebook is one of many social media’s where marketers are active. Others include Twitter, Instagram, Google+ and LinkedIn, where B2B marketing is dominant.

As well as advertisement, generating publicity is vital for small and medium-sized enterprises (SMEs). Posting news and blogs on social media can travel far with the help of a like, share, re-tweet or favourite. Even if the news or blog contains anything negative towards the business, it can still have a neutral to positive effect. The reason being that consumers often forget about negative publicity, as long as it isn’t ongoing, so they just recognise the brand or business. (Makovsky, 2010)

Paddy Power,  in my opinion, are one of the best marketers when it comes to generating publicity. The Paddy Power marketers are regularly active on social media. Since joining twitter in 2008, Paddy Power has tweeted nearly 130,000 times, averaging over 44 tweets a day. Paddy Power’s marketers have a playfulness attitude when engaging with their followers. They make witty statements, memes and videos every day and the fans love it! Their Facebook page receives thousands of likes on nearly all of their posts everyday, generating more publicity indefinitely.

Advertising and publicity have revolutionized as a result of social media. The amount of users on social media such as Facebook has increased a substantial amount each and every year, and so it is easy to understand why 62% of marketers plan to increase their Facebook activity.


Amazon. (2012). Cookies & Internet Advertising. Retrieved 11 02, 2015, from Amazon: http://www.amazon.co.uk/gp/help/customer/display.html?ie=UTF8&*Version*=1&*entries*=0&nodeId=201149560

Makovsky, K. (2010). Can Any Good Come From Bad Publicity? Retrieved 11 03, 2015, from Forbes: http://www.forbes.com/sites/kenmakovsky/2010/11/30/can-any-good-come-from-bad-publicity/

Newton, C. (2015). Facebook draws 1 billion users in a single day. Retrieved 11 02, 2015, from The Verge: http://www.theverge.com/2015/8/27/9217607/facebook-one-billion-daily-active-users

Stelzner, M. A. (2015). 2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT. Retrieved 11 02, 2015, from Social Media Examiner: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf