If your business not only is using social media to buzz your brand but also is employing a social media strategy, then you are in the clear majority, according to a report released today.
The results of a research project called “Social Media Usage, Attitudes and Measurability: What Do Marketers Think?,” sponsored by HubSpot, Junta42 and King Fish Media, showed that 72 percent of companies have a strategy behind their online presence. And it’s no surprise that 85 percent of respondents said that original content is critical to the success of their social media campaigns.
Only 9 percent of companies have full-time employees dedicated to social media, and 85 percent are handling their social media efforts internally. That means those employees already shouldering the marketing and PR responsibilities are the ones picking up the social media duties, as well.
Less clear is how companies are measuring ROI or defining best practices in this relatively new, but already crowded space. A majority of respondents (64 percent) aren’t yet requiring measurements to justify SM budgets.
While proving the value of social media — as with other PR and marketing tactics — is not easy or clear, media professionals must be ever vigilant in building in creative feedback mechanisms to validate efforts. It’s not enough to be visible in this new sandbox, we must also show that we’re building castles!
For the full report, go to KingFishMedia.com.