A new survey published this week has revealed that “social media is no longer the new kid on the block” and is now an established form of marketing for the majority of UK businesses.

The survey, conducted by EpiServer, revealed that 69 per cent of UK businesses plan to appoint, or already have in place, a dedicated social media manager to boost the business’ online profile.

Those surveyed were asked what the most important qualities a social media manager would ideally encompass. Enthusiasm, writing ability, experience and patience were all high ranking answers.

A successful social media manager was cited to be able to handle the biggest challenges, attracting members to their social network accounts, generating content and dealing with any criticism and abuse.

It was also clear from the survey that people realised that a social media service needed to be handled with care and that there were still many areas for improvement in taking full advantage of social media.

Maris Wasing, Vice President of EpiServer, said: “While an increasing number of businesses are embracing social media, there are clearly areas for improvement if they are to take full advantage of these channels. Managing social media can be challenging and time-consuming, so it’s vital to put in place a dedicated resource, along with the right tools and platforms to ensure multiple channels can be updated and managed with ease.

“As more businesses start to take social media seriously, more will look towards employing community managers to ensure activities hit the mark. As this job function grows in importance, businesses will need to adjust to accommodate this person into the fabric of the company. Social media touches many or all parts of the organisation, from marketing and IT through to customer service and HR. And that’s a good thing, as it forces companies to become more transparent and encourages them to listen to customers in new ways.”

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