Some use it, but have no strategy for using it, while a still comparatively large number of retailers seem yet to be convinced about the power of social media

Some use it, but have no strategy for using it, while a still comparatively large number of retailers seem yet to be convinced about the power of social media

Only 33% of businesses have a social media strategy in place, while 77% of companies are not yet engaging with their customers via social media channels, according to a survey conducted by Maginus, integrated multichannel retail and distribution software providers.

The most popular social media channel is Twitter with 44% of businesses surveyed regularly tweeting, closely followed by Facebook. A third (33%) of companies have a Facebook profile to promote their company, while LinkedIn is the next most popular, with 22% of companies using its services. Some 11% of companies also use YouTube to post video case studies.

Many set to jump on bandwagon

The majority (80%) of companies who are yet to introduce a social media strategy are considering putting one in place this year, but the remaining 20% of the companies do not plan to implement a strategy in 2010. All of the companies that have a social media strategy in place handle it in-house and do not use a social media specialist.

Russell Dorset, sales and marketing director at Maginus, said: “Social media, in particular online video, will continue to grow in importance in 2010, as companies realise how they can use social networking to their advantage. The survey results demonstrate that businesses have some understanding of social media, but there is still a way to go before they are using it to its full benefit. 80% of the companies without a social media strategy are considering how it can support their business, which shows how popularity in social media is growing.”