Despite being the poster boy of the web 2.0 movement, a massive 49% of UK marketers do not understand social media marketing according to a new survey by Sapient Interactive. This lack of understanding is a huge barrier to brand engagement with the medium. Most marketers cited their unfamiliarity as the main reason for failing to action social media as part of their search engine optimisation and online marketing campaigns. Others complained that they simply did not know where to start when faced with an abundance of choice. Read More

Marketers holding back from embracing social media and user generated content (UGC) are missing out on a sea change in the way which we buy and sell products online. Measurable, trackable and accountable, the use of social media is an excellent way to gauge brand equity and consumer engagement. For businesses and marketers dragging their feet, social media and UGC taps in to more than the MTV generation. In fact, recent research shows that more than half of all MySpace users are over 35.

For marketers failing to understand the power of social media, figures are more powerful than words. A significant part of traffic (7% in October 2007) to UK retail sites comes from the top 20 social networks. UPS say that social media and search engine optimisation is critical to managing their online reputation. Their corporate relations department is specifically charged with conveying the values and culture of the company through online mediums. As part of their mandate, other departments including marketing, legal and customer service are slowing being educated on the impacts and opportunities of social media.

This universal buy-in is indicative of the power of social media and organic optimisation, as viewed by brands making the leap into the blogosphere.

Get on board with social media and UGC – talk to Top Position about a bespoke campaign crafted around blogging, bookmarking and article marketing Tel: 0800 094 9001 opt 5.