Marketers still ‘lack social media knowledge’

UK— Two-thirds of marketers questioned in a survey said they do not have adequate knowledge about how to use social media correctly in marketing.

The results come from McCann Erickson UK’s first social media survey. The agency hopes to conduct similar studies every six months, tracking trends as they develop.

Eighty-six per cent of those questioned acknowledged that social media is here to stay, and 76% said it has a place in business and marketing activity, but nearly half said that their companies blocked access to popular social networking sites, preventing them from monitoring what is being said about their brands.

Joanna Randall, head of PR at McCann Erickson Bristol, said: “There is a real thirst for information and knowledge on the subject of social media which is constantly evolving – making it hard to keep up with the latest trends. We have established this report as part of an ongoing study into usage and attitude, run through our specialist social media unit. As marketing professionals we should be considering how best to harness the power of social media.”

Author: Robert Bain