This is the latest in a number of excellent research studies launched by the Chartered Institute of Marketing in recent years, led by Thomas Brown, Head of Insights at CIM.
Assembling an impressive panel of senior players from LinkedIn, YouTube and Skype, and hosted by Manus Cranny from Bloomberg TV, the audience were given a double-act walk through of the top-level findings by Thomas and Tara Beard-Knowland from ASI, Ipsos Mori.
The full report is due out in a few weeks but here are some of the headline statistics:
- 80% of marketers know they need a social media strategy, yet only 7% are tracking the results
- In 40-50% of businesses, marketing did not own the official channel for Twitter, Facebook or LinkedIn (PR team seemed the other most common owner)
- The number of marketers that rated their social media activities as ‘not at all effective’ was spread across a range: 24% (Twitter) 33% (Facebook) 37% (LinkedIn) 44% (YouTube).
- Whilst about half of businesses surveyed planned to invest in training their current people to improve social media skills and competencies in 2012, about a quarter had no plans at all.
I look forward to poring over the detail when the report is published, but I left the event thinking that survey respondents are either:
- still in complete denial/ignorance of the importance of measuring the effectiveness of the tools they are using, and why (I believe this a broader issue than social media), OR
- they are unashamedly still in experimental mode, adopting the Google approach of “test and iterate” mentioned by Thomas in his closing summary
It’s hard to say for sure without the detailed findings, but I suspect there’s a bit of both.
However, with a social media landscape that continues to evolve and change almost daily, the important thing is that the CIM is leading the debate from centre stage.
Thank you and well done.