Social Media and Online PR report shows gaps in implemention and measurement

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Econsultancy’s Social media and online PR report in association with Bigmouthmedia shows that although companies have dipped their toe in the water for social media there is still a lot of work to be done. 90 per cent of companies surveyed had engaged in some types of social media activity. There is a lot of work to be done in terms of ROI as social media is seen as important for ‘softer’ brand-building tactics rather than a financial advantage like increased profitability.

Twitter is most widely-used social media tactic by those surveyed, which is interesting given the recent tail-off in adoption rates reported elsewhere.  Video content was a big deal, used by 60 per cent of respondents, I think that many people are missing a trick with the power of great still images as well.

However its no goldmine, with 31 per cent of responding spending no budget on social media, and 34 per cent spending up to 5 per cent of their budget on social media. 86 per cent of respondents say that they expect spend on social media to grow from this low base. It is also no coincidence that 54 per cent of company respondents cited a lack of resources as a key barrier to success in social media. This probably also explains the low usage numbers of measurement tools. Most measurement is focused on the amount of direct traffic

Archived from blog posts I wrote for PR Week