B2B marketers believe using social media is key to their success. Sixty two per cent of marketers plan to maintain or increase their social media spend over the coming year, according to the first annual Social Media Census published by data marketing company Cyance.
The survey found that 65 per cent of respondents felt companies who didn’t embrace social media would be left behind. It also revealed that popular business networking site, LinkedIn came second in popularity to micro blogging site Twitter.
Despite the positive feeling about social media, it found that only 28 per cent of respondents have social media policy or guidelines in place. Lack of knowledge and training was also flagged up as a problem and as a possible reason behind companies being able to use social media tools effectively.
Steve Kemish, director of Cyance and chair of the Institute of Direct Marketing who the survey was published in association with says, “Although three-quarters of marketers rated the importance of social media policy and guidelines, it is concerning that so few have them in place. Setting out objectives for what you are aiming to achieve with Social Media is vital.”
