Marketers 'unsure' of social media potential
A new survey has revealed many marketers are unsure about how to use social media websites for lead generation.Many marketers are still unsure about the potential of social media websites as a means of carrying out lead generation, research has found.
According to a study by Marketing Sherpa, companies are yet to ascertain how to use such websites to their advantage.
The figures show that almost half (49 per cent) of respondents do not know how efficient Twitter is as a marketing tool, while a quarter are unsure about Facebook's potential and 29 per cent are uncertain about the use of MySpace.
However, company-sponsored online communities are seen as having an influence on marketing investment, as 93 per cent are aware of the effect these are having.
Marketing Sherpa urged businesses to continue investigating the potential of social media, stating that it is "much too early" to be put off the medium by what "appear to be low ROI [return on investment] valuations".
It also called on firms to "build a network" in this area and develop skills in what it described as an "emerging" market area.
Top Rank Blog recently claimed that making websites social media friendly can help companies using the internet for lead generation.
It noted that many web users discover new websites through blogs, Twitter and Facebook.
Written by Julian Poulter and Copyright "Selling People 2009" 
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