A report from InSite Consulting found that while social media marketing has been adopted by most large businesses, just 12 percent have completed a full integration of the technology.
Full integration of social media can mean different things for every company. However, the primary factors for most are consistent presence, social sharing capability on a business’ website and frequent prospect engagement. In many cases, companies have implemented one element of their social campaign but have not completed the process.
In terms of industries, technology, telecom and media companies are the most aggressive and successful users of social media marketing. According to the report, 25 percent of all organizations in these sectors have fully integrated social and use the channel to improve their business in any number of ways.
Other industries have struggled to use social media marketing due to privacy issues and other regulation concerns, InSite Consulting said in its release.
A majority of businesses without strong social presences said that they have not implemented the channel due to poor ROI seen by other companies. However, countless organizations have expressed the exact opposite effect.
Brafton recently reported that 18 percent of companies named social media marketing as a source of web leads and sales driver. While the channel ranked behind SEO and PPC campaigns, it has seen success within these organizations due to effective integration.
