In fact, according to new survey results from Wildfire PR, the majority of marketers say they are still confused about the fundamental value, purpose and ownership of today’s digital channels –and as a result, they’re not realizing social media’s full potential.
On the bright side, about half of businesses in the Wildfire PR study reported that they ARE using social media tactics. Unfortunately, though, most are doing so without a clear-cut business strategy. And to be honest, they’re motivations seem rather feeble:
- 15 percent say they are using social media so they don’t get left behind.
- 12 percent say they feel they have to.
- Another 10 percent report that they are using social media simply because their competitors are using social media.
Since most companies aren’t thinking through their social media strategy, it comes as no surprise that just 7 percent of those surveyed they measure the impact of social media and generate a return on investment (ROI). What’s more, the study also revealed a distinct lack of innovation and integration:
- 10 percent of those polled say they adopted social media as a press release distribution channel.
- Only 5 percent say they use it for market research.
- Just 6 percent report that social media is integrated with their marketing campaigns.
When it comes to digital channels, why do marketers continue to bury their heads in the sand?
Digital marketing is here to stay, and as I see it, marketers have no choice but to recognize the valuable opportunities afforded by today’s new social media and mobile tactics. Sure, not every brand can benefit from every channel, and I’m not advocating for a cookie-cutter, one-size-fits-all approach. But, you do have to start exploring options so you can discover how your company can best use digital channels. When optimized, these channels provide powerful ways to engage with consumers and gain rich market research insights.
For more details about the Wildfire PR survey, you can download the full report: http://www.wildfirepr.co.uk/sustainable_social_media