Brendan at Hill & Knowlton: “we are in consideration phase of social media adoption”

Brendan Hodgson at Hill & Knowlton thinks that he and his colleagues are in a “consideration phase” of social media adoption. In his blog he says  there “are four phases that characterize the level of social media adoption or sophistication within an organization or agency setting, at least as it relates to PR”

Awareness: Gaining a basic understanding of what “it” (meaning social media) is

Consideration: Developing the capacity to identify opportunities to use “it”, yet finding oneself limited in identifying what the opportunities might be.

Integration: Connecting the dots between traditional PR and social media… and realizing the value inherent in strategically integrating the two.

Optimization: Identifying new opportunities to create ‘breakthrough’ campaigns that further extend the value of social media within a PR/marketing context.

Survey: 400 PR professionals from 24 countries about the use of social media

More than 400 communication experts from all over Europe participated in the second major study dealing with the way weblogs and social software are changing organizational practice. The survey, co-ordinated by the European Public Relation Education and Research Association (Euprera), builds a comprehensive picture of the impacts imposed by weblogs, podcasts, RSS, video- and picture-sharing. The result is amazing.

Kai Blum for Blog Works says: “Shortage of qualified corporate bloggers in Europe” and continues:

According to EuroBlog 2007, a recently published survey among 409 PR professionals from 24 European countries, the number of professionals that read and run blogs has roughly doubled in one year and commenting has increased fivefold:

  • 79% read blogs (up from 37% in 2006)
  • 38% run blogs (up from 21%)
  • 51% comment on blogs (up from 10%)

However – and this is remarkable – the same PR professionals name an interesting set of factors that limit the use of blogs by their organizations:

  • Lack of employees with the right skills (69%)
  • Cannot demonstrate ROI from weblogs (42%)
  • Concern about legal issues (34%)
  • Not possible to measure impact of their social media activity (34%)
  • Cannot control reader comments (32%)

They also name the biggest challenges using blogs:

  • Integrating blogs into communications strategy (88%)
  • Having time to blog regularly (83%)
  • Reacting to comments (83%)
  • Creating content and ideas for posts (80%)

But they also recognize the opportunities that weblogs offer:

  • Environmental scanning (seeing what is going on) (81%)
  • Opportunity of authentic communications (77%)
  • Fast reaction time to issues (74%)
  • Receiving feedback from the audience (73%)Last, but not least: Employing professional blog monitoring services saw a sharp rise from 6% in 2006 to 20% in 2007. That’s still pretty low, in my opinion, and there may be many job and business opportunities there as well.