UK Firms Starting To Embrace Social Media Learning Curve
Posted on 05. Mar, 2008 by Chi-chi Ekweozor in Trends
There has been much online discussion about a recent poll by TNS Media Intelligence/Cymfony which found that just 18 per cent of the UK businesses questioned believed their brands must engage urgently with social media if they were to avoid falling behind the market.
The Financial Times and Marketing Week provide excellent overviews.
As someone analyzing usage of social media amongst FTSE 100 companies in the UK, I have to say the findings come as no surprise.
Though the poll cites lack of senior management commitment as one of the obstacles preventing UK companies from embracing this new medium, it fails to highlight the key problem:
Most UK companies are struggling to embrace social media, not because they do not want to but because they do not know how.
Leading UK newspaper, The Independent is a case in point.
Last week at an event organized by Manchester’s Creative Industries Development Service, I asked Marketing and Circulation Manager for The Independent, David Greene whether the paper planned on running digital marketing campaigns that targeted the ‘Facebook and YouTube generation’ directly and he said that they would certainly like to but were not sure how.
The Independent has been pretty ahead of the curve in running viral digital marketing campaigns and I am sure it is only a matter of time before they launch something new for UK Facebook and YouTube fiends.
UK companies want to engage with social media and are indeed trying to find out how they can. It’s a steep learning curve but I’ve no doubt it is a challenge being taken quite seriously by most.
To anyone wanting to get started, here’s a link to a fantastic PowerPoint presentation by Shane Richmond, Communities Editor of Telegraph.co.uk.
His tips for ‘embracing the change’ are worth noting:
- Be open
- Be accountable
- Be available
Any ideas on how to make this real? Leave a comment below…
Image credit: http://onlineprguy.blogspot.com
Related posts:
- 5 Reasons Why Stockport is Set To Shine with Social Media
- The Independent Says The Future Is Digital
- Real-Life Practical Advice on Social Media for UK Marketers : Part 1
- Real-Life Practical Advice on Social Media for UK Marketers : Part 2
- Social Media Usage in the FTSE 100: Company Profile – Cairn Energy
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