New research has important implications

Research by Mccann and Erickson has brought about some intriguing results in relation to the current opinion and widespread usage of social media within the marketing industry.

Apparently more than 86% of marketing experts thought that social media was more than just a one hit wonder. Alarmingly however, 65.6% of marketers say they don't know how to use social media to advertise and promote their business.

The research confirmed that the big three, Facebook, Twitter and LinkedIn were the services that marketers had most presence on (72.8%, 42.4% and 40.2% respectively). It seems interesting therefore that a large section of marketers are ignoring the potential of social media as a way to promote their business. This, I believe, is something that should be targeted 'in these troubled times' as a way for businesses in the industry to promote themselves. The more people you can get exposed to your concepts, brands and values the better placed you will be to push forward.

Many businesses are blocking social media sites internally from staff, due to time being wasted and the inevitable loss of productivity. This research does need to be taken seriously though and efforts made to utilise the practically costless social channels out there.