More than half of Aussie SMEs plan to grow their social budgets this year with 58 per cent of those planning to spend more on paid advertising.
Half of those will increase spending on content creation, and more than a third plan to use the extra budget to purchase software, according to data from GetApp.
The study also found that of the 58 per cent of survey respondents who said they use social media software, 45 per cent are interested in using it for social media engagement and 42 per cent for social media planning.
Over half of the respondents that use social media software said they primarily use it for social analytics.
Over half of respondents said they practice social listening and 62 per cent use specific software for this purpose.
Andrew Blair, content analyst at GetApp Australia, said: “The use of social media marketing software is imperative to making informed decisions and evaluating marketing campaigns on social media. The current and planned uptake of social media software highlights its significance and value within organisations that want to get ahead of the competition. However, the extent of maximising the use and functionality of those tools may be the determining factor for social media marketing success.”
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