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Marketing experts don't ‘get' Twitter, Facebook, etc

Ignorance of social media endemic

Two-thirds of marketing experts have admitted that they don't understand social media sites such as Twitter and Facebook despite agreeing that it is here to stay.

According to the Social Media survey of marketing professionals by McCann Erickson 86 percent of them thought social media is more than just a fad, reports Brand Republic.

Despite their confidence in social media 65.6 percent marketing pros said they didn't know how to use it for marketing.

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Facebook (72.8%), Twitter (42.4%) and LinkedIn (40.2%) are the most popular social networking sites that marketers actually use - followed by YouTUbe (28.3%), Flickr (14.1%), MySpace (10.9%), Bebo (3.3%) and Plaxo (1.1%).

Around half said their IT departments blocked access such sites, however - stopping them monitoring what's happening with their brands.

Joanna Randall, head of PR at McCann Erickson, said: "This study highlights that some of the UK's major businesses are ignoring social media channels - but they do so at their peril. Word of mouth is now more powerful than ever - opinions can be shared with a global audience at the click of a button.

"We all have the ability to influence, both positively and negatively, and therefore as marketing professionals we should be considering how best to harness the power of social media."

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