Report on Social Media and Online PR shows where the gaps are in implemention and measurement

By , November 25 2009, 2:52 pm 4 Comments

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 generated to the company website. 

 

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  • Guy Logan

    There is no doubt that social media is important. Even if not one person clicks through to your site it still provides a good means getting your brand in front of the public eye, and for very little cost.

  • Chris Young

    To get the greatest return companies need to develop a full and integrated model for social media rather than doing bits here and there. There is likely to be significant brand reinforcement from using a full range of social medica sources.

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