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BizReport : Social Marketing : December 20, 2010

Marketers regret lack of time for social

When reflecting on social marketing activity over the past year, many marketers will look back with the feeling they "could have done better". New research from R2integrated has found time, resources, and direction to be top of the list of frustrations this year and into next.

by Helen Leggatt

R2i-logo.pngWhile most marketers understand the need to provide ongoing engaging content to social spaces such as Twitter and Facebook, many are experiencing difficulty finding the time, and resources, to effectively put this in to action.

Almost 38% of 296 marketing professionals surveyed by marketing agency R2integrated said that their single biggest mistake this year with regard to social media was not allocating the activity enough time and resources.

"One possible reason for this conundrum may stem from companies trying to be all things to all people in all places, which is simply a time and resource impossibility for programmatic social media marketing," said Matt Goddard, CEO, R2integrated.

"By optimizing scale and relevance within their social media programs, marketers can better devise and execute on activities that are necessary for effective social media marketing, such as strategy development, headcount allocation, content creation and so on."

Marketers also felt their social media efforts would have performed better if they had had a strategy in place (30%) and had definite goals and objectives to achieve (22%).

What many marketers don't realize is that much of their existing marketing activity, such as PR, ad campaigns, direct marketing, television advertising and so on, can be repurposed for use on social media sites.

Meanwhile, many marketers foresee a frustrating 2011, according to R2integrated's survey. Almost 45% of marketers anticipate the same time and resource challenges to remain, this time coupled with the need to demonstrate ROI (33%).

Tags: social marketing, social media, social networking

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