While some PR practitioners recognize the benefits of social media strategies and tactics, a new survey shows that many companies are putting social media into play only a limited basis. Econsultancy recently studied how companies are using online PR tactics and social media sites for marketing and customer service. The results show that almost two-thirds of companies have experimented with social media but haven’t launched significant campaigns. Other findings include:
• Microblogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents.
• Just under half of companies (46%) are not yet using reputation or buzz monitoring tools to understand what is being said about their brand.
• Nearly a third of respondents (31%) are not spending any of their budget on social media.
• There is a mixed view of the benefits of Twitter, with almost a third of respondents (31%) saying that there are tremendous opportunities available.
• The biggest barrier to better social media engagement for companies surveyed is the lack of resources (54%).
Source: Econsultancy