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Survey: Companies look inside for social media expertise

Published on .

New York—When companies seek to ramp up their social media marketing activities, they tend to reassign existing marketing and communications staff to handle the chores, according to a new survey by trade publication PRWeek and public relations agency MS&L.

The online survey, conducted in June with 262 marketers responding, found that of those with social media programs, 47% decided to handle social media chores using in-house expertise, with 13% saying they had hired additional staff to handle those chores.

Only 5% said they outsourced social media planning and execution to external agency partners. Among those, 21% tapped direct marketing agencies for social media help, followed by ad agencies (20%), digital agencies (17%), PR agencies (16%) and media buying and planning agencies (12%).

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