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SOCIAL NEWS: The importance of social media tools no longer rising

For the first time in five years, the perceived importance of social media tools is at a standstill, according to the European Communication Monitor 2013.

Data from the 2013 study show that 73 per cent of European B2B communication professionals polled in 43 countries agree online communities are an important part of a company’s communication portfolio, while 55 per cent believe in the value of Twitter and 39 per cent in weblogs. These values have increased since 2008, but are lower than in 2012.

Meanwhile, nearly a third of UK B2B businesses fail to see communication with Euro’ markets as important. As a result only 46 per cent report that their organization has solid structures in place for international communication.

Consequently, UK businesses are lagging behind some of their key competitors when it comes to communicating with European neighbours. 

Some 72.5 per cent of the professionals surveyed said communicating internationally will become much more important within the next three years. In the UK, this view was shared by 70.2 per cent of communication professionals, but only 47.2 per cent say they communicate internationally on a regular basis.

Denise Kaufmann, partner and CEO of the survey's sponsors Ketchum London, said: “With communications and a global perspective each being such a critical part of a successful business, it’s alarming to find that less than half of UK companies are in a regular dialogue with people beyond their borders.  

“Enlightened companies are putting in place the structures and capacity now, to take advantage of both fast growing global economies  and the substantial market potential on the UK’s doorstep.  Despite economic difficulties, the EU remains a vital market for the UK and typically, a first step towards broader international trading.”