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