A research report published by digital marketing firm EPiServer has found that just one in ten of UK businesses are measuring their ROI in social media – despite continued growth in the sector.
The survey found that over half of UK companies have increased the amount of time they spend on social media this year, with marketers spending an hour a day on average on such sites.
Over the past year 29% of UK businesses have set up a new social media channel despite not understanding the benefits with a further 20% project a further increase over the coming 12 months with some 17% stated that it was their intent to set up additional social networking channels this year.
Maria Wasing, VP of Marketing Europe & Sales Operations, EPiServer, commented, “While an increasing number of businesses are embracing social media, there are clearly areas for improvement if they are to take full advantage. Managing social media can be challenging and time-consuming, so it’s vital to put in place a dedicated resource, along with the right tools and platforms to ensure multiple channels can be updated and managed with ease.
“The key to effective measurement lies in keeping it simple to manage. Many companies are overwhelmed with having multiple social media channels to maintain simultaneously, and just keeping them operational can be time-consuming.
“With the right tools though, businesses could be managing all of their channels through a single interface, with segmentation and measurement tools all included in the same dashboard. EPiServer’s recently launched ‘Social Reach’ connects these capabilities with the company’s overall online presence and website – for maximum efficiency without sacrificing the ability to tailor content.”