The exponential growth in social networking and popularity of social media, has created an incredible land grab within many internal client marketing departments. This can be both an opportunity and threat as it relates to the agency world.
In a June, 2009 survey by Zoomerang/StrongMail, marketers were asked the question, “Which marketing function owns social media within your organization?” The survey revealed that 29% of respondents said that it is shared by multiple functions. The majority of respondents however (36%) reported that direct marketing owns social media with only 9% saying that is was owned by PR and just 5% claiming to have a dedicated internal social media department.
A deeper look into what may be driving this revealed some very interesting facts. According to a recent eMarketer article, when marketing executives were asked what they perceived the benefits to be of social media, their responses were as follows:
81% of respondents stated that the major benefits were both brand building and CRM. 69% also believed that it was a viable recruitment tool too, with customer service close behind it at 64%.
Looking even deeper, here is how this same group of marketers answered the question, “For what reasons do you use social media?”
For those respondents who claimed not to be using social media, here are the responses as to their reasons why not to.
It’s no wonder that social media responsibility is shared between departments for nearly a third of marketers and very clear to see what exactly is stopping the majority of the non-users from leveraging it. Depending on how you look at it, this can either be an opportunity or a threat, whether you are an incumbent agency or a competitive agency trying to win some new business.