Business models are now more social
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...quarter benchmark previous campaigns with more recent ones (26%) with 17% claiming to record ROI.
Lack of confidence is still evident when it comes to utilising social media within UK businesses. A third (35%) did feel confident in communicating with consumers via social media however a similar amount (36%) did not, thus implying that education and training is still a core barrier to social media growth. Despite a large percentage of senior level employees taking responsibility for social business strategies, the research showed that 39% feel less confident using social media compared to those in customer service or PR roles (32%)
IAB’s research manager, Hannah Bewley said: "We wanted this piece of research to really identify and get under the skin of what UK businesses are struggling with when it comes to adopting social media into their strategies. It’s clear to see that resource, budgets and confidence are key challenges. However, the biggest challenge faced by organisations relates to difficultly in measuring success. The survey revealed some companies are attempting to measure performance, with a quarter undertaking benchmarking against previous campaigns and 17% reporting that they capture ROI."
LBi’s head of social business design, John Monks said: “Our research findings show that there is still a huge opportunity for brands to become social businesses, with nearly half admitting that they have not done anything in the last 12 months to become more social. While some brands make the use of social channels look effortless, it’s usually because they have invested in creating the necessary structures, processes and internal relationships. We believe that investing in becoming inherently social is crucial to the future success of any business.”
LBi’s client Kuoni is a good example of a business embracing social at an organisational level.
Kuoni E-Business Director, Matt Rooke said; “At Kuoni, we’ve recognised the... continued on page three >