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Change Ahead as US Social Media Market Matures

Change Ahead as US Social Media Market Matures


As the American social media market continues to swell, this will breed a new reliance on social marketing platforms and a fresh wave of notable online media players – according to digital analytics company comScore.

Virginia-headquartered comScore says that according to its research, in 2012 Americans’ use of social networking sites continued to be dominated by Facebook, which accounted for five out of every six minutes spent online on such sites.

However, despite the perhaps obvious trend, the global leader in digital measurement and analytics said that other companies are making moves to catch-up.

Other Channels Up the Ante

ComScore said that several social media players have made waves in the public markets, including LinkedIn, Yelp, Zynga and Groupon, while others, including Twitter, Tumblr, Pinterest and Instagram (now part of Facebook), have all posted strong user growth as they begin to ramp up their revenue engines.

A spokesman from comScore said that although Facebook can deliver impact at scale for many large brands, other channels such as LinkedIn and Pinterest are gaining in importance for different segments of marketers.

“The need for simplicity and the ability to efficiently run social programs will mean an increasing reliance on social marketing platforms that can feed multiple channels and deliver content at scale,” a spokesman from comScore said.

“But running the programs will not be enough, as marketers will be called upon to prove the value and return on investment of their efforts and show how this media channel fits into a brand’s marketing mix.”

Socially-enabled Ads

ComScores’ US report also found that one in eight adverts across the web are socially-enabled, as brands deepened their investments in connecting with customers on social platforms. This means more brands directed consumers to ‘like’ or ‘follow’ them at various social media destinations.

The report found that advertisers for consumer goods and in retail and online media, delivered the greatest number of socially-enabled ad impressions. Within the consumer goods category, nearly one in five ads were socially-enabled with Nestle, Procter & Gamble and Kellogg leading the way.

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Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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