Businesses doing poor job of tracking social media

New research suggests that although more than half of UK businesses have increased their social media outreach in the last year, only 10% are effectively measuring the results of their efforts.

Digital marketing specialist EPiServe says its study shows that while British brands continue to embrace social media, the “vast majority” are struggling to measure its impact.

EPiServe quizzed 250 marketing decision makers and discovered that almost a third of UK businesses have set up a new social media channel and 52% have increased the amount of time dedicated to managing social media.

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Half also expect to further increase their social media investment in the next 12 months.

While many claimed to have seen a related increase in traffic to their websites and heightened customer engagement, just one in 10 businesses admitted tracking their return on investment effectively.

Marketers now spend an average of an hour a day working on social media accounts, with only 6% managing multiple channels centrally.

EPiServe also points out that while companies acknowledge the importance of social media, only 22% have a social media or community manager in place.

“While an increasing number of businesses are embracing social media, there are clearly areas for improvement if they are to take full advantage,” said the company’s VP of marketing and sales, Maria Wasing.

“Managing social media can be challenging and time-consuming, so it’s vital to put in place a dedicated resource, along with the right tools and platforms to ensure multiple channels can be updated and managed with ease.”

Wasing added that while many companies are overwhelmed with having multiple social media channels to maintain simultaneously, there are tools that will allow companies to manage all of their channels through a single interface.

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