LONDON: Over 65% of marketers in the UK say they have not yet established how best to use social media as a communications tool, but 86% agree the medium has long-term potential as a means for brands to connect with consumers.
According to a survey from McCann Erickson Bristol, 72.8% of British marketers utilise Facebook in conducting one or more aspects of their duties, a figure which falls to 42.4% for Twitter, 40.2% for LinkedIn, 28.3% for YouTube and 14.1% for Flickr.
The primary function of social media was said to be for PR or profile-raising purposes by over 50% of those surveyed by the Interpublic Group agency.
By contrast, 48.8% of participants argued the main use of social media was "networking," compared with 30.5% attributing this role to "advertising", and 25% mainly using such services to carry out surveys and research.
A total of 43.2% of marketing professionals said they make posts on Twitter "once a week or less", compared with 5.4% doing so once a day.
Some 13.4% post between two and five daily "tweets," a figure falling to 8.1% for six to ten posts a day, while 29.7% of marketers "have a Twitter account but it is not active."
Data sourced from Brand Republic; additional content by WARC staff