PR professionals do not consider social networks very important for their business, according to a new survey published today.
On a scale of one to five, where one is not important and five is very important, even the micro-blogging platform Twitter was rated at just 2.96 by respondents. Twitter, into which many firms are ploughing resources, was the top-ranked social network according to the same survey.
There is concern that many firms underestimate the potential benefits of social networks to businesses of all sizes. Today's survey, compiled by New Venture Publishing, seems to suggest that even PR professionals may not be placing sufficient emphasis on the use of these tools.
Social networks can allow businesses to develop personal relationships with potential clients, and establish themselves as 'thought leaders' in their industries. They also present the opportunity to increase brand awareness and client enquiries in a low-cost manner.
Many small firms are turning to social networks and other online marketing activities as they look to continue advertising while cutting costs. Online marketing can also be much more accurately targeted that conventional, offline methods.
Youtube and Facebook were rated the second and third most important social networks in the survey.
