Despite consumers flocking online, business’ are yet to fully embrace the opportunities that social media presents to them, citing confusion over measuring ROI and fear of negative feedback to Nielsen Online in their latest survey.
Nielsen Social MediaThe Nielsen-Community Engine 2010 Social Media Business Benchmarking Study found that 70 percent of Australian businesses intend to undertake some form of social media for their business, a significant increase from the 40 percent engaged in social media in 2008. This difference has been attributed to responsibility for social media growing beyond the marketing team and gaining increasing traction at board level.
