Brand Marketers Embrace Social Media

I read an article today about how brand marketers embrace social media. You can read the full article here.

What is interesting is what the respondents reported as the common barriers to social media adoption.

Among brand marketers, 37% did not know enough about social media to begin, and another 37% said there was no good way to measure its effectiveness.

Agency marketers reiterated those concerns, and were also likely to say that social media was not proven or tested as a marketing strategy (31%). Funding was also a problem for about one-quarter of brand and agency respondents.

Just 14% of brand marketers and 12% of agency marketers reported not measuring social media efforts at all.