At the extremes with social media in the UK

I agree with Stephen Waddington: if you’re in PR in the UK, Econsultancy’s Social Media and Online PR Report is essential reading.

I’ve not yet read the detailed report, published earlier this week, just scanned through the extract freely available on Econsultancy’s website. Plus I’ve absorbed some of the commentary posted by PR influencers such as Wadds and others like Danny Whatmough.

One of the metrics especially caught my eye as it accurately reflects what I see as a paradox – that of extreme positions:

What this shows is that two-thirds of the 1,100 communicators at companies and agencies who took part in the survey aren’t doing much with social media, while just over a quarter are doing a lot.

From one extreme to the other with no middle ground being occupied. The good news is that those doing nothing at all are in a distinct minority. And Econsultancy summarizes the overall picture nicely:

Many companies are enthusiastic about social media but are struggling to get real value, according to Econsultancy research published this week.

The good news for companies is that investment in time and resources can pay dividends … provided that the strategies and tactics employed are closely aligned with business objectives.

There’s a key message: consider social media on the same footing as as you would with the traditional elements of your communication plans.

Looking forward to studying the detail.