Brand marketers blase about blogs

Just 18% of senior brand marketers consider social networks and blogs valuable. 

UK marketers were found to be the least convinced of social media compared to those from across Europe and the US. 

The findings come from TNS Media Intelligence/Cymfony, which conducted the study with more than 70 senior marketers from brands including Diageo, GlaxoSmithKline and Sony. 

The UK was found to be behind the US in its understanding of social media, with 32% saying they were in the learning stage, compared to a global average of 18%. 

The lack of take-up was blamed on insufficient skills (36%), poor commitment from senior management (23%) and budgets (10%). 

Jim Nail, chief strategy and marketing officer of TNS Media Intelligence/Cymfony, said, "We're already seeing the damage done to brands that ignore negative publicity on networking sites. And with hundreds of thousands of new subscribers signing up each day, this influence is only going to increase."

www.nma.co.uk | Luan Goldie | 2008-02-29