Survey finds UK companies spend more time on social media to engage with consumers
Editorial assistant on CorpComms Magazine
Just one in ten UK businesses using social media platforms to engage with consumers effectively measure their return on investment, a new report has claimed.
Almost one third of UK businesses use social networking channels to engage with consumers and one in four use multiple platforms, according to Tackling the Social Challenge, a report by web content management provider EPiServer.
The survey of 250 UK 'marketing decision makers' found that marketers spent an average of one hour a day managing accounts. More than half of those companies surveyed said the time spent managing social networking platforms had increased over the past year.
While most businesses struggled to measure the impact of social media using return on investment tools, many observed other benefits. One in four experienced an increase in website traffic while 30 per cent saw increased consumer loyalty and 31 per cent claimed to have experienced heightened customer engagement.
One in five businesses attributed an increased sales turnover to a regular interaction with social networking sites.
Companies plan to continue investment in this type of consumer outreach. One fifth plan to set up more social media channels in the coming year and many are considering the need for a social media manager. Just one in five UK businesses have a dedicated person handling the online community engagement.
Maria Wasing, vice president of marketing Europe at EPiServer, said: 'While an increasing number of businesses are embracing social media, there are clearly areas for improvement if they are to take full advantage. Managing social media can be challenging and time-consuming, so it's vital to put in place a dedicated resource, along with the right tools and platforms to ensure multiple channels can be updated and managed with ease.'