Are brands run ragged by real-time social engagement?

$

Two-thirds of brands manage real-time social engagement in-house, but half have other marketing roles too. Our benchmark report on brands in real-time social media shows that 50% of those at the coal-face of social engagement are also managing other roles in marketing and communications.

So are social media managers run ragged?

Well when it comes to brand opinion on best practice, a dedicated resource is not top of the list. In fact only 3% of those surveyed suggested it was best practice in real-time social engagement.

One in six outsource social profile management to an agency. And a lot more bring in specialist skills for content creation, extra peak support and campaign activity.

There are some pressure points though…

The survey reveals that

  • 45% struggle to find the skills and resources in social
  • 62% find managing out of hours’ engagement an issue
  • 38% say it is a challenge to personalise content and 38% struggle to create content on the fly

Of course every company will have different requirements, but resource is a key issue: both in finding the right people and ensuring the best skills and capabilities. After all, real-time social engagement is demanding. To do it well and maximise the opportunity you need the social media talent!

You can read the full report at https://po.st/realtimesocial

Latest Posts

There’s a group of people shaping B2B buying decisions that you’ll never see in your CRM. They don’t click your CTAs. They don’t follow your page. But when your champion forwards your proposal to the wider team? They’re the ones reading it, debating it, and giving the real yes or…
Read More
Our latest snapshot takes a look into the rise in Threads after 2 years in the game. Is Meta clamping down on copycat content? LinkedIn and Edelman open our eyes to a new hidden B2B buyer – and Reddit is tightening its rules. Threads Turns Two: the gift? User…
Read More
The social media landscape continues to evolve at crazy speeds, with new creative formats and strategies emerging constantly. As we move through 2025, brands are facing both unprecedented opportunities and unique challenges in capturing audience attention. Here’s your comprehensive guide to the latest trends reshaping social media creativity. The Rise…
Read More