The study, conducted in partnership with research company Opinion Matters, found that:
- Social media will be getting greater budget allocations this year
- Responsibility for social media within client organisations spans a number of departments, suggesting a need for ‘social media teams’ representing a range of skillsets such as marketing, PR and customer service
- Driving brand awareness and consideration are the most popular uses of social media
- Marketers identify the main challenges for social media as measurement and proving ROI
The study - conducted amongst 80 senior level marketers – found that only 7% of respondents yet haven’t embraced social media in any way, with 22% having made it a core part of their communications strategy, 20% feeding it into most campaigns, 23.5% using social media in ad hoc projects and 27% having tested it with a view to using again.
The chart below illustraes this progress
This means that:
1. Digital is eating into traditional media budgets
2. Social media is eating into traditional digital budgets
3. Social media consequently becomes ubiquitous and consumes traditional media
Social media is the revolution within the revolution.
There's a great summary of the research at the IAB.