While the public’s use of social media continues to trail that of public relations professionals, the gap is closing.
That’s one of the key messages of Social Media Reality Check 2.0, a followup report to CNW Group Ltd. and Leger Marketing’s 2009 investigation into professional communicators’ use of social media.
“[In 2009] we saw a significant gap between what communications professionals were perceiving and doing and what the Canadian online consumer population was doing,” said Leger Marketing vice-president Dave Scholz.
“Now that gap has certainly narrowed to the point where sometimes consumers feel they’re more involved than communications professionals feel they’re involved.”
The survey canvassed 1,039 social media users and 590 PR practitioners.
It assesses that Twitter use has jumped to 76% among PR practitioners, up from 39% in 2009. It assesses that only 32% of the public is using Twitter, but notes that this is a 300% increase from 8% in 2009.
The survey also found that the number of organizations with a social media budget has doubled since 2009 to 30% and that 32% of PR professionals surveyed say they have a dedicated social media team in place.
Jenny Wagler
Twitter: JennyWagler_BIV