De acuerdo con el informe The Social Media and Online PR, publicado por Econsultancy en asociación con Bighmoutmedia, el 86% de las compañías norteamericanas planean gastar más dinero en marketing en redes sociales el año próximo, aunque el 54% de ellas se quejan de que tendrán pocos recursos. Sólo el 10% de las empresas que desarrollan planificaciones publicitarias no tienen ninguna intención de prestar atención a las redes sociales.
Haz click Social Media and Online PR Report para ver un briefing del informe, que es de pago. Aquí va un resumen de los contenidos del informe:
"The 68-page report, also available in summary as a PowerPoint presentation, is based on a survey of more than 1,100 companies carried out in September 2009. Respondents include client-side digital marketers and communications professionals, as well as digital and PR agencies. The report findings are divided into the following sections:
- Level of social media activity
- Tactics and strategies
- Resourcing
- Budgets, effectiveness and measurement
- Use of Twitter
- Barriers to success
Report highlights include:
- Almost two- thirds (64%) of companies say they have experimented with social media but have not done much.
- Micro- blogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents.
- Just under half of companies (46%) are not yet using reputation or buzz monitoring tools to understand what is being said about their brand.
- Nearly a third of respondents (31%) are not spending any of their budget on social media.
- There is a mixed view of the benefits of Twitter, with almost a third of respondents (31%) saying that there are tremendous opportunities available.
- The biggest barrier to better social media engagement for companies surveyed is the lack of resources (54%).
