29% of top US marketers using social media
A new US study has found that 29% of chief marketing officers have a working social media policy in place.
26% say they have one, but it’s not followed within the company while a further 31% say they are still developing a policy.
The research from peer networking group, the CMO Club, suggests companies are struggling to create social media marketing policies internally.
Budgets for social media are also scarce with nearly 85% of top marketers spending less than 10% of their budgets on social media, and non-traditional communication channels.
Pete Krainik, from the CMO Club, says online marketing is now brand critical, as push marketing gives way to pull.
“Marketing used to be a linear process, with a discussion flowing from the CMO to the target audience,” he says. “In today’s digital age, communication has evolved into a new model that requires active listening and engaging in numerous conversations.”
CMO’s findings back up Weber Shandwick’s research released last week which found that 73% of Fortune 100 companies are not using Twitter, even though they have an average of 5.5 Twitter accounts between them.
I work for a top assurance company and not only do we use ‘social media’ but we have also created our own internal networking aplications. Our policy is basicly to see what works so that we can generate rev. when it comes to public media We seem to keep ourselves in check, esp. when it comes to intelectual prop. Thinking of our lax policy there’s lots of room to explore and think of great ways to bring value to the company.