Each year, Pivot takes the pulse of Social Marketing professionals. The purpose of this research is to get inside the heads of professionals leading Social initiatives for major organizations to see their current attitudes and to get a sense of what will impel their decisions in the year ahead.

This year, we undertook an online survey of 181 Social marketers. More than 70% of respondents were from brands and agencies, with brands taking the lion’s share. More than 80% were from Socially focused organizations, including consultancies and freelancers. All respondents were professionally involved in Social marketing.

We found much that remained similar to last year’s survey. But we also uncovered some dramatic shifts in perspective over the past 12 months. In fact, it is fair to say that the fundamental drivers for Social Marketing seem to be utterly transformed.

The goals for Social programs shifted notably between 2011 and 2012. In 2011, responses titled heavily toward sales as the biggest goal for Social, with lead generation a significant companion choice. In 2012, sales and lead gen plummeted, with sales dropping by more than 40% in response frequency. In their place, alongside engagement which came in 2nd in 2011, we see brand measures stepping forward.

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