In Europe half of professionals will use social media in 2011 and a quarter of those who haven't done so yet plan on using it in the year ahead.
Based on a December 2012 study by Forrester Research looking at France, Germany, Italy, Spain, and the UK, although 40% of French interactive marketing professionals use social media, 40% of them claim that they will not use social media in the coming twelve months.
Across Europe, half of professionals already use social media. A quarter of those who are not yet involved in this type of marketing plan on using it in the year ahead : a trend which is particularly marked in Spain (38%).
The study shows that:
• 21% of those surveyed claim to be confronted with HR problems
• 17% question the extent of return on investment
• 16% are unsure about its success rate
Additionally, dedicated social media budgets appear to be decreasing : more than a third of European interactive marketing professionals claim they will spend less than €175,000 in 2011.
Published
9/28/2011 1:06 PM
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Levacomm
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Social networks