Agencies need to up their game to keep pace with their clients when it comes to social media marketing, according to research, which shows that half of all brands now have a dedicated in-house social media team.
The study by ISBA and Havas Media Social quizzed 50 senior level marketers among ISBA’s membership, and found that 96% of brands still require the use of an agency, with the most popular needs being design and build (66%), strategy (64%) and wider creative executions (52%).
Whilst 58% of brands were conducting some form of social media activity in-house, such as monitoring or online PR, half of all respondents now have a dedicated in-house resource.
The study found that the agency role has had to evolve to provide broader strategic thinking and innovative ideas and executions, whilst almost a third (32%) of brands rely on agencies to provide them with education and training.
And brands are now in it for the long term, 78% of respondents believed that social media should be seen as an ongoing investment, with 72% feeling their chief executive now understands the importance of social media.
Reflecting the growth in significance of social marketing in the UK, the study found that 100% of respondents were involved in social media in some way, with two thirds (66%) of brands also having a social media strategy.
Havas Media Social director of social media Amy Kean said: “Over the past 12 months, developments in advertising formats, self-regulation and measurement have meant that social media is more robust than ever.
“Our research has found that brands not only see the significance of social, but they are beginning to integrate it within their wider business with holistic strategies and steering groups that span the organisation. Whilst there may still exist a disconnect between what brands feel social media is best at and what they’re currently using it for, our study confirms that they’re definitely in it for the long-term.”
