Study: Social marketing hindered by time, resources

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Baltimore—Marketers wishing to engage with their customers and prospects using social media are often thwarted by lack of time and resources, according to a new study by Internet marketing and technology agency R2integrated.

The company's online survey was conducted in November. Of 296 marketer respondents, 42% said time and resources were the greatest barriers to entry into social media, and 38% indicated that their biggest mistake with social media was not allocating the same to their social media marketing plans.

Further hampering social marketing efforts, 56% of companies do not have a defined social media strategy, while 45% have no plans to hire dedicated staff to manage their social media marketing.

Marketers continue to explore the uses of the channel, with 31% publishing content on social sites, 27% using them for lead generation and business development, and 19% relying on social networks to listen to conversations and monitor their brands, according to the study.

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