The Social Media Survey from R2i found that while marketers believe that social media is important, most do not know how to leverage its potential in their brand's favor. Of the 262 marketing professionals surveyed, 132 respondent
s have a defined social media strategy, 130 do not.
The main reasons for their implementation of a social media strategy:
Four percent do not know why.
Eight percent are following a management directive.
Five percent do it because their competitors are doing it.
26 percent engage in social media to monitor conversation about their brand
59 percent do so to increase lead generation
Difficulties of implementing a social media strategy are most often due to a lack of information - 33 percent responded that their greatest impediment was "not enough data or analytics to develop ROI. In general terms, these marketers often had trouble showing the worth of social media - 21 percent could not get "buy-in from senior management," and eight percent responded that they "can't develop a compelling business case." 19 percent believe that their audience is not active on social media.
If some marketers have not convinced management that social media is useful, it may be due to their own opinions that it is not worth the hype or time. Still, only nine percent believe social media is not useful or helpful. Meanwhile, 54 percent of respondents believe that social media is innovative and invaluable to business, and 37 percent believe it to be "useful and helpful," but not integral to business.
Strategy, as well as dedicated staff help but have not completely integrated social media with brands: 57 percent of companies have someone dedicated to managing social media, but only 35 percent have experienced increased revenue or profited using social media. Only twelve percent use a digital media agency to conduct their brand's social media outreach, and forty percent would trust one to but are not currently using one. Nearly half of respondents believe that social should be handled internally.