Survey suggests enterprise social media is in early stages of development
December 7, 2010 -
Spetnik Technology News
Businesses using social media are planning to increase their budgets for the technology as they become more familiar with it.
A recent survey found many businesses appear to be in the early stages of their social media marketing campaigns, as respondents largely acknowledged the importance of monitoring the online conversation regarding their company and plan to adjust their budgets accordingly.
Eighty-four percent of respondents to the Meltwater Group's survey said it is important to monitor mentions of their company throughout the web. As a result, 35 percent of respondents expect their social media budgets to increase next year, as well as 34 percent who expect the same for email marketing and online advertising.
However, these increases are well overdue, as just one in five responding companies have invested in social media tools.
"Interestingly, the challenges that marketing departments are faced with are not about cost," Jorn Lyseggen, Meltwater Group CEO, said. "It's about understanding how social media works, increasing their competency in delivering coherent strategies and measuring their impact."
Research firm IDC also expects social media to emerge as a top business and technology priority in 2011. The firm's recently released predictions for 2011 IT spending forecasts social media to become mainstream in enterprise IT next year.
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Eighty-four percent of respondents to the Meltwater Group's survey said it is important to monitor mentions of their company throughout the web. As a result, 35 percent of respondents expect their social media budgets to increase next year, as well as 34 percent who expect the same for email marketing and online advertising.
However, these increases are well overdue, as just one in five responding companies have invested in social media tools.
"Interestingly, the challenges that marketing departments are faced with are not about cost," Jorn Lyseggen, Meltwater Group CEO, said. "It's about understanding how social media works, increasing their competency in delivering coherent strategies and measuring their impact."
Research firm IDC also expects social media to emerge as a top business and technology priority in 2011. The firm's recently released predictions for 2011 IT spending forecasts social media to become mainstream in enterprise IT next year.
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