Companies questioning the effectiveness of social media
Social media has rapidly become a mainstay of communications and public relations professionals, however many are also struggling to measure the effectiveness of these new tools. This finding comes from a recent study from Harris Poll and Hootsuite. When asked about the biggest challenges that are affecting their company’s social media strategy, more than two…
Social media has rapidly become a mainstay of communications and public relations professionals, however many are also struggling to measure the effectiveness of these new tools.
This finding comes from a recent study from Harris Poll and Hootsuite. When asked about the biggest challenges that are affecting their company’s social media strategy, more than two thirds (67 per cent) are concerned about measuring the effectiveness of their social media strategies.
Other major concerns that individuals have are around the designing a social media strategy (62 per cent) and using data from social media to drive actions within a business (61 per cent). What’s more, educating staff on social media, making sense of data and aligning social media across different departments were all cited as issues by more than 50 per cent of respondents.
While the question of alignment and measurement are clearly areas which companies need to work on, the study did reveal some positive findings for organisations.
In fact, 86 per cent of respondents feel their social media efforts are having a measurable impact on their bottom line. Only 4 per cent strongly disagreed with this point.
Finally, many organisations are finding themselves struggling to align their social media strategies with broader objects of a business. Among those surveyed, less than a third (30 per cent) reported that their social media strategy was fully aligned with their overall business goals and objectives.
These figures represent a real challenge for public relations professionals, as they attempt to cover the divide between traditional PR and the new frontier of social media. With a recent survey from the Public Relations Institute of Australia reporting that 78 per cent of PR staff are responsible for the organisation’s social media, aligning this activity with broader company goals will be increasingly important.
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