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THE MONEY SHOT
Where the Social Ad Money FlowsTuesday, August 2, 2011 Facebook isn’t the only game in town. Marketers who are leveraging social networks for their ad campaigns (i.e. buying media on social networks), are almost all staking a claim in Facebook, but they are also venturing into a range of opportunities. According to the latest Rise of Social Advertising study by Pivot Conferences, 67% of 230 marketers and brand managers surveyed say they are involved in social advertising, although only 11% of those who are buying media in these platforms say they are “very satisfied” with the results. The overwhelming number of marketers are still reserved in their enthusiasm, with 43% claiming to be ”satisfied” and 45% “somewhat satisfied.” Facebook does get the highest marks from advertisers, however, with 31% calling its paid programs “excellent.” No other social medium, including YouTube (rated excellent by only 16%) and Twitter (11%), came close to Facebook in advertiser perception. And yet there is a wide range of buying going on across the various services (see chart). While almost everyone buying into social advertising is present in Facebook (93%), 78% are also in Twitter and 61% on YouTube. LinkedIn surely is on the rise. Once associated solely with professional job hunting and contact drilling, LinkedIn now attracts 44% of marketers who buy social advertising. Just as interesting is the surprising popularity of local check-in app, foursquare. While the mobile network has only about 10 million members checking in and commenting on local establishments, 16% of marketers say they are already buying into the platform. As publishers create marketing service and advertising programs that reach into the social media sphere, this is all good news. apparently for marketers, there is an openness to work in multiple platforms at the very top of the social media value chain, although interest in social brands below the top five drops quickly. 
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