55% Of UK Firms Have Adapted Their Business Strategies To Become More Social [STUDY]

A new report from the Internet Advertising Bureau (IAB) and global marketing and technology agency, LBi, has revealed the extent to which companies in the United Kingdom have modified their business structure so that it better incorporates social media.

In the past 12 months, more than half (55 percent) of the firms polled said that their organisation had made changes to their business in order to become more social. However, less than one in five say that they are able to successfully record their return on investment (ROI) from these tools.

The research was conducted by YouGov and consisted of an online survey of over 600 senior managers at UK consumer businesses across retail, finance, travel, manufacturing, telecoms and pharmaceutical sectors.

Other key findings from the report:

  • 45 percent of marketing and sales departments use social media to raise awareness of their brand
  • Just 28 percent use these tools to engage directly with...
AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in