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A survey of 250 PR industry Marketing Directors has shown that only 1 in 5 of all Directors and Heads of Marketing questioned thought that blogging and tweeting should be handled in-house by a firm’s IT department. Even the Marketing Directors of Tech PR agencies are not eager to keep social media in-house.
The research was undertaken by Wildfire PR and some industry professionals were shocked by the results. Managing Director of Punch Communications said: “Marketing directors who do not involve [social media in their] PR because of a personal dislike of Twitter are less able to do their jobs than they were five years ago.”
Rob Dyson in-house PR manager for a children’s charity called Whizz-Kidz echoed the idea that Social Media should be ‘social.’
He commented: “Twitter is not just about putting out ads, it is about building relationships. There needs to be a clear PR strategy behind it and someone in the business needs to have the inclination to use it for conversation regularly, or not use it at all.”
Only 27% of the Directors and Marketing Chiefs surveyed said that social media such as Twitter and Facebook profiles should be dealt with in-house and 10% of the people polled said they had only adopted social media because their competitors had.
(Image - Facebook Icon, Open Icon Library, 2010 Wikimedia Creative Commons)
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