Social media investments failing to deliver
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Companies are investing more in social media but few consider the technology effective
Only 12% of large enterprises view their social media strategy as effective, according to a survey of 200 businesses by web content management (WCM) firm Vignette.
At the same time, 71% of companies polled said they would be increasing their investment in social media, by an average of 40%. A further 55% said Web 2.0 priorities were “as important or more important” than traditional priorities, recognising that there was a learning curve involved.
The majority of Web 2.0 projects, the survey found, focused on increasing awareness, engagement and lead generation. Marketing departments led the majority of these deployments (69%), while IT, HR and PR were responsible for around 11% apiece.
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