Two-thirds of marketing experts admit they don't know how to use social media in their online advertising mix, it has been reported.
In the Social Media survey of marketing professionals by McCann Erickson Bristol, 65.5 per cent said they did not know how to use sites such as Twitter and Facebook for the purposes of marketing, Brand Republic reports.
Despite admitting their ignorance to the medium, 86 per cent of professionals said they saw social networking as more than just a fad, acknowledging it is here to stay.
Around half of those surveyed also said that their company's IT departments blocked access to the sites, making marketing monitoring difficult.
Joanna Randall, head of PR at McCann Erickson Bristol, said: "We all have the ability to influence, both positively and negatively, and therefore as marketing professionals we should be considering how best to harness the power of social media."
Research by Sophos found recently that over 60 per cent of UK businesses have concerns that social networking sites are a danger to their corporate security.
