An IAB study investigating the social media nous of employees, conducted in conjunction with LBi and YouGov, has found that 27% remain in the dark when it comes to measuring social media success.
The findings reveal how UK businesses have restructured to accommodate social media with 55% of the sample indicating that they had restructured in order to become more social.
In addition the report found that 45% of marketing and sales departments now utilise social media in order to raise awareness of their brand, although only 28% are actively engaging with their customers via such channels.
Just over a third, 35%, of those polled expressed confidence in engaging with the public via social media. Although just as many (36%), admitted they would be wary of engaging via such means.
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.”
The online survey was conducted in September 2012 and entailed speaking to 634 senior managers across the retail, financial, travel, manufacturing, technology, telecoms and pharmaceutical sectors.