Study: 88 percent use social media for PR, although marketers lead efforts

A new study suggests PR pros need to fight harder for control of social media.

Booz & Co and Buddy Media’s recent study on the state of social media and marketing offer some interesting insights into what companies are doing now, and where they plan to invest in the future. For instance, social media is primarily the domain of marketing. Less than half (48 percent) of companies have PR leading the social media efforts.

It seems odd that although only 48 percent have social media in the PR area, 88 percent use it for PR purposes. Perhaps we PR folk have to fight harder for control of the social media function.

Nearly 60 percent of the companies polled said they plan to hire in-house social media talent. If you are looking for a job in PR or marketing, social media training and experience would be your best bet. Here’s a breakdown of who they plan to hire. Creatives top the list. Amazingly only 36 percent now have an analyst/strategy resource employed and only 43 percent plan to hire in the near future. Creating content without a strategic plan and analyzing the results is not a good idea.

Forty-eight percent are still looking to outsource work to partners, so social media support and content creation will be in demand in 2012. Perhaps this 48 percent are also smart enough to hire a digital analyst/strategist so their social media campaigns hit the mark. Sally Falkow is a social media coach and blogs at The Proactive Report where this article originally ran. You can follow her on Twitter @sallyfalkow. (Image via.)

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