‘Just when in-house communications managers had enough to do, along comes social media.’
The statement seems to sum up the feelings of at least some people interviewed for the recent PR Week Digital Integration Report. Although, for some of their more eagle-eyed colleagues, internet and social media marketing present an opportunity not to be missed.
The landmark report polled 128 senior managers within in-house comms, marketing and digital departments to find out how they are integrating social media into their existing campaigns and plans. So how have marketing managers been responding to the opportunities and threats that digital media bring to the communications mix?
Attitudes and benefits
At 62%, a clear majority of comms managers believe digital PR and social media are clear business opportunities. The remaining third were ‘open-minded’ about the use of new online channels and technology in marketing and wanted to see more evidence of value.
At 62%, a clear majority of comms managers believe digital PR and social media are clear business opportunities
Respondents saw clear benefits in investing in social media and digital PR with two-thirds actively using online methods ‘to build brand awareness and consideration’. The versatility of social media was also highlighted with nearly 40% describing ‘effective reputation management’ as the primary advantage of social media use.
Ownership
Anyone who works in communications and marketing knows at least a few individuals with legendary reputations for empire building. Social media and internet communications may become the source of a few boardroom tussles in years to come as marketing, communications and PR managers all vie for a bigger slice of the digital pie.
According to the digital Integration Report, 36% of organisations place social media and digital marketing within their marketing team and 34% allocate responsibility to their PR team. More progressive companies (with perhaps big enough budgets) have invested in a dedicated social media individual or team. However a worrying 2% still keep digital marketing within their IT department – a potential branding and PR nightmare.
Agency Satisfaction
One of the elements I always like about in-house surveys are the opinions expressed about external agencies. The report’s finding proved more than a warning shot for PR agencies who have failed to adapt to the changing digital world.
Very few in-house comms managers rated their PR company highly when it came to digital marketing – only 32% were ‘moderately satisfied’ and the finding that 15% were ’very or moderately dissatisfied’ could cause alarm for some in what is a tough time for marketing.
Adoption
One of the most important aspects of the report explored the extent to which social media and digital PR has been embraced by in-house marketing teams. Only a very small percentage – 5%- has not embraced digital marketing at all. Nearly 35% ‘use it as a core part of PR and comms strategy’ and a further 28% maintain it is ‘an element in most campaigns.’
