20 May 2010 - 2:13pm | posted by | 2 comments

McCann Erickson survey finds marketers are still 'uneasy' with social media

McCann Erickson survey finds marketers are still 'uneasy' with social mediaMcCann Erickson survey finds marketers are still 'uneasy' with social

Many agencies and consultants are not providing enough guidance to clients on social media, a report by McCann Erickson Bristol has found.

The 2010 McCann Erickson Social Media Index has found that almost half of the marketing and communications professionals surveyed (48%) said that they don’t feel that they have adequate knowledge on how best to use social media to deliver effective marketing.

This figure has, however, decreased by 16% from last year when 64% of those polled by the same survey felt ill at ease with social media.

Nearly a quarter (23.4%) also admitted that it was difficult to keep up with the advances being made in social media while 22.4% said that it was not easy to find genuine ‘experts’ in the field.

The most popular brand monitoring tool was Google, with 45.5% of marketers using Google Alerst, while Radian 6 was the most widely used paid-for tool (14.3%).

11% said that they relied on their retained PR agency to monitor social media brand activity, while 37% admitted to in-house monitoring.

Joanna Randall, head of PR and social media communications at McCann Erickson Bristol, commented: “Some of these results are very encouraging; there is clearly an upward trend in overall usage of social media as a marketing communications channel. However, we would still like to see some of the barriers removed for UK marketers, particularly, where access is blocked at work and there is a clear need for more information and training specifically targeted to marketers.”

A study by Ofcom this week found that 90% of UK adults who use social media have a profile with social media giant Facebook.
 

Comments

Anonymous (not verified)
20 May 2010 - 14:56
Anonymous's picture

Can we limit agency surveys, from social mediums, to just 10 a week please

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21 May 2010 - 09:43
mark_astle's picture

The reason nobody can provide effective guidance is because nobody really knows yet. Although everyone likes to pretend they do.

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