Facebook beats Twitter to become marketers' favourite social platform for campaigns

Results: The DMA's social media scorecard

Marketers have voted Facebook as their preferred social platform for campaign development and evaluation the Direct Marketing Association’s (DMA) inaugural ‘social media scorecard’.

The poll of 171 social marketers based in the UK found that Facebook was the most marketing-friendly social platform ahead of LinkedIn and Twitter, which were placed second and third respectively. YouTube was voted fourth and Google+ came fifth.

While Facebook was preferred overall, Twitter returned favourable results for building brand awareness and LinkedIn was deemed the best platform for its user targeting tools.

Lynsey Sweales, member of the DMA social media council and CEO of SocialB UK, said: “For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months.

“Only a handful of the marketers who took part in the survey were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren’t included in the scorecard.”

The scorecard was created by the DMA to measure and benchmark factors important in social campaigns such as ease of use, the ability to target users, brand awareness and the quality of analytical tools.

The three main categories the study looked at was campaign planning, execution and post-campaign analysis, and Facebook came out on top in each one.

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