Research from the Internet Advertising Bureau out this week suggests 88% of brands are now integrating social media into campaigns.
With a third of marketers questioned planning to allocate up to 20% of their digital budgets on social media this year the report also highlights how the social web has “the potential to confuse organisations,” with ownership falling between marketing, PR, research customer service, and IT.
The IAB recommends creating social media teams within brands bringing the different strands together for maximum results. We’ve seen that work effectively even on an informal basis and this more integrated approach is becoming increasingly common.
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