A report from InSites Consulting found that just 16 percent of businesses using social media have fully integrated these platforms into their businesses operations. Whether it’s social media marketing or internal social apps developed to boost productivity, the study suggests business leaders believe better social integration will help streamline their operations.
According to InSites, 27 percent of business executives plan to integrate social throughout their organizations in 2012, with an additional 20 percent saying they plan to pilot integration projects to gauge effectiveness. As always, some businesses using social are hesitant to invest too heavily until better metrics for measurement and analysis are available. However, waiting any longer can set a business behind its competitors.
In an effort to improve web presence and online conversions in 2012, 69 percent of companies will be more aggressive in launching social media marketing campaigns.
InSites found that 64 percent of companies said they have at least one person assigned to their social accounts, and more than one-third agreed with the idea that social media is changing their businesses. Nonetheless, many companies struggle to set social policies or find the right personnel to handle social marketing.
Like social, other forms of new media marketing are forcing businesses to reassess their hiring strategies in 2012 and beyond. Brafton recently reported that 18 percent of marketers plan to make hires (in-house or with agencies) in the first quarter. The changing face of their marketing campaigns has made it difficult for some to fine the right people, though, with 45 percent saying they struggle to find creative talent.
