Most companies are a bunch of babies—when it comes to social media integration.
A new study from InSites Consulting shows American marketers are still in their infancy when it comes to integrating social media into their plans. InSites queried 400 senior marketers, 200 from the British market and 200 from the American market.
Here are some conclusions from the study:
• 42 percent of American companies are still in their infancy when integrating social media in their company.
• 16 percent of American companies have fully integrated the new media.
• 66 percent of the companies have a Facebook page, 51 percent a Twitter account, and 44 percent a company LinkedIn page
• Companies from the financial and health industry are lagging behind, while tech and telecommunications and the media sector are ahead
• The main barrier to change is the unclear financial return. This survey shows there is a positive correlation between the extent of social media integration and the financial results.
Overall, the results of the study reveal that companies are taking a tactical approach to social media, according to InSites Consulting’s Steven Van Belleghem,
“They rapidly created an account on a popular network, without it being part of a total strategy,” he said in a press release
Here’s a SlideShare presentation with all the results from the study: