By Chris Lee

While many companies’ social media marketing budgets are going up in 2011 many marketers remain confused as to the objectives of social media marketing as a strategy. According to one survey released this winter, 12 per cent of marketers admit to participating in social media “because they have to” while a further 10 per cent are active over social channels purely because their competitors are.

The study of 250 business-to-business organisations by London-based PR firm Wildfire PR also found a lack of consensus over who should be responsible for social media strategy and its implementation. Wildfire also warned that only seven per cent of organisations are measuring the impact of social media and seeing a return on investment.

Failure to launch

The survey found that while almost half of businesses have adopted social media, 15 per cent are doing it so they don’t get left behind. One in ten (10 per cent) companies said they adopted social media as a press release distribution channel, just five per cent use it for market research and only six per cent said that social media is integrated within their marketing campaigns.

Given this backdrop it is perhaps not surprising that the vast majority of companies are failing to realise the full benefits afforded by social media tactics and are merely using it as an extension of existing marketing tactic, according to Wildfire PR managing director Debby Penton.

“Social media offers companies the opportunity to engage in a two-way dialogue with their customers, but this will require a change in corporate thinking,” Penton said. “Too many organisations are adopting social media simply because they have to, with little strategic thought as to how they can engage with their customers to build brand advocates, create communities or gain valuable market research insights. With this lack of focus, it is hardly surprising that the marketers surveyed are confused and failing to make the most of this new opportunity.”

Wildfire has issued a 10 step guide for businesses looking to take a more strategic or sustainable approach to social media. It sets out a series of considerations and suggestions that will help companies take a more considered approach to social media, both as part of the marketing mix, but also as part of other business units or departments including customer service and HR.

Internal affairs

The survey also revealed a lack of consensus among marketers about ownership of social media strategy; when asked which department was best placed to own social media, the in-house PR team came out on top with 27 per cent. Just one in five marketers saying the marketing department should own it and a further 20 per cent saying it should belong to IT.