CIM Survey Finds UK Marketers Unimpressed by Social Media for Driving Sales

A new study by the Chartered Institute of Marketing (CIM) has revealed that the majority of marketing professionals in the UK do not view social media platforms as sales drivers.

In total, more than three-quarters of the marketers who took part in the survey thought that social media has proven to add little or no value when acquiring new customers, leaving a small minority of 23% believing in social channels when it comes to consumer conversion.

The study looked at Facebook, Twitter, YouTube and LinkedIn - it found that a third of the 1,500 marketers who were polled said that their social media activity in 2011 was "not at all effective".

According to Jeremy Waite, Head of Social Media at Phones4U, brands have been put off social media in the past due to "fluffy metrics", which indicates a strong need for an industry standard to make social media more commercially viable.

Nevertheless, 37% of marketers still see social media as a tool to engagement, while 46% claimed it supports other channels in a campaign.

The CIM warns however that that buzzwords such as 'fans', 'followers' and 'retweets' need to be turned into something meaningful for the wider business.

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