UK Survey: Facebook Is Most Marketing Friendly Social Media Platform


Facebook is the marketer’s best friend, at least in the United Kingdom.

According to a survey of 171 UK social marketers, Facebook is the favored platform for social media campaign development and evaluation. The survey was conducted by the Social Media Council of the London-based Direct Marketing Assn. in September and the results were released this week.

Survey participants were asked to rate each social network from 1 to 10 in campaign planning, execution and post-campaign analysis. Facebook ranked highest in each, with a 4.8 score for planning, a 4.5 (tied with Twitter) for execution, and 3.9 for analysis. Notably, in the planning portion of the survey, LinkedIn ranked highest with a 5.2 for tools to target individual users.

Because the survey was carried out last September, the participants hadn’t yet been exposed to the current angst about plunging organic reach for Facebook Page posts.

I also think that the fact that the scores were low overall — leaders barely pushed into the average level — is an indication that marketers are not satisfied with the tools available. In that view, Facebook is the best of an iffy bunch.


“For now, Facebook is the best social media 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,” said Lynsey Sweales, CEO of SocialB UK and member of the DMA Social Media Council. “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.”

The full infographic report can be viewed below or downloaded here (PDF).


Related Topics: Channel: Social Media Marketing | Facebook | Social Media Marketing


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • Ryan Biddulph

    That plunging organic reach Martin is sure to change the numbers quite a bit if the survey were more timely ;) Overall I’m moving away from FB. I dig the benefits but feel twitter and flat out going the blog tribing route benefits me most as a marketer. Facebook is still a gem though, even with organic reach dying out because once you have a strong FB network of friends you can see great success on the site.

    I found this post on Kingged(dot)com and gave it a juicy thumbs up :)

  • Metz

    Informative survey!

    The image shows that Facebook gains the highest score while LinkedIn is
    on its second place on ‘Planning category, but Twitter and Facebook are equal
    at the execution category. Now that’s intriguing and revealing. Nice share! UK
    surely love what Facebook has and surely, other countries too loves it. I found this post shared on, the Internet marketing social networking site, and I “kingged” it and left this comment.

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