Bigmouthmedia And Econsultancy Reveal Companies Plan Increased Social Media Spend In 2010
on: November 25, 2009, 2:23 am
Industry: Internet & Online
The Social Media and Online PR Report, published by
Econsultancy in association with bigmouthmedia, has revealed that most
companies are planning to invest more in social media next year but are
struggling to find the time and resources to manage their activity.
The report is based on a survey of over 1,100 companies and agencies, and is the
most comprehensive study of its kind around how companies are using online PR and
social media for
marketing and customer service.
The results showed that 86% of companies plan to spend more money on social media in
2010, and a further 13% are planning to keep the same level of budget. 54% cited
their biggest barrier to better social media engagement was a lack of resources,
with 90% of businesses stating that social media is taking up more time internally
than a year ago.
"The growth of social media and online PR has been meteoric, but until now there
have been very few hard facts available on precisely how UK business is using the
new channel and what they're getting in return for their investment," said Phil
Gripton, Managing Director of bigmouthmedia UK.
"These statistics - the most detailed yet available - show that while an increasing
number of companies are embracing social media, many are struggling to effectively
manage their engagement and are consequently failing to make the most of a
potentially enormous opportunity."
The research found that many companies are experimenting with social media without
yet reaping any measurable benefits. Only a quarter of companies said that they have
gained "real, tangible value" from social media whereas 60% said they had gained "some benefit but nothing concrete". However, 52% of respondents who are heavily
involved said they have gained real value, compared to only 13% of companies who "experimented but not done much".
Michelle Goodall, Econsultancy's social media and online PR consultant at
Econsultancy, said: "Before they think about their strategy and the best tactics,
companies need to go back to basics and think in detail about how online PR and
social media can help them deliver against their business objectives.
"The reality is that most businesses understand how to listen, what to measure and
where to engage but are struggling to define the value of engagement and reputation
in social spaces."
There view of the benefits of Twitter is mixxed, with 31% of respondents saying
there are "tremendous opportunities" available, but half reported their companies
are "open-minded but not fully convinced about the value to the business".
The majority of organisations (62%) are using the micro-blogging site for
publicising new content, with 54% using the channel for marketing or brand
monitoring (47%). Only 27% of companies are using Twitter as a customer service tool
for reacting to issues and inquiries, while 25% use Twitter as a customer feedback
tool. 7% felt that Twitter is over-hyped and a fad.
Econsultancy is the leading source of independent advice and insight on digital
marketing and e-commerce. Econsultancy reports, events, online resources and
training programmes help a community of over 80,000 registered marketers make better
decisions, build business cases, find the best suppliers, look smart in meetings and
accelerate their careers.
Founded in 1997, bigmouthmedia is Europe's largest and most experienced independent
digital marketing agency, rated the UK's #1 Search agency for SEO and PPC in the
2009 NMA Marketing Services Guide. Over the last 10 years bigmouthmedia has
successfully built an innovative portfolio of integrated and standalone digital
marketing products leveraged to offer clients maximum ROI.
Employing over 200 staff in 10 countries, bigmouthmedia has built an international
reputation for delivering maximised online returns and exposure for big brand
customers. bigmouthmedia specialises in online brand positioning and protection,
dramatically improving clients' online profile by promoting their brands and
products using a variety of mediums including search engine optimisation, paid
search, display advertising, affiliate marketing, online PR,
media buying and providing up-to-date digital marketing news.
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