CorpComms Magazine

Almost seven out of ten PR professionals believe social media will be their number one priority next year, while 66 per cent view strategic communications will feature highly.

Just two per cent of PR professionals believe that social media will become less important next year, against an overwhelming 80 per cent who predict it will become much more important.

About two thirds of companies are now participating in, contributing to and sharing social media conversations, according to the 'Social Media Comes of Age' report by Vocus.

Research partner Deirdre Breakenridge said: 'Social media will be important for two reasons. First, because organisations have found through monitoring that social conversations will occur with or without their participation.

'Second, organisations found small victories through experimentation this year and will focus on improving those results next year.'

It is not yet obvious which department holds responsibility for social media. About 23 per cent of respondents said marketing led social media efforts while 22 per cent claimed PR leads the way, with contributions from other departments.

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