CorpComms Magazine

More than half of the UK's top marketing experts are not adequately prepared about social media and how it works as a marketing and communications tool, while 65.6 per cent claim that they lack the knowledge to use it properly.

Almost 86 per cent of marketers admit social media is here to stay, the McCann Erickson UK Social Media survey reveals that almost 46 per cent of companies' IT departments proactively block access to sites, such as Facebook and Twitter. This renders marketers incapable of monitoring what is being said about their brands.

Almost 68 per cent believed that social media is predominantly used by the youth market aged under 25, although recent research by Nielson showed that 42 per cent of the traffic to Twitter.com came from people aged between 35 and 49.

Just over half of those that are proactive in using social media cite profile raising and PR purposes as the main reasons for its use. Almost 20 per cent used it as a recruitment tool, while 48.8 per cent saw it as a networking tool.

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