Recently, I led a discussion on social media monitoring and engagement as part of Cision Canada‘s Deconstructing Social Media event in Toronto. We surveyed the attendees, public relations professionals in areas ranging from government to non-profit, corporate and agency, and asked “What is the biggest challenge you face in engaging in social media?” The answers echoed obstacles we’ve heard from professional communicators in the U.S., U.K. and elsewhere.
“What is the biggest challenge you face in engaging in social media?”
The most common responses, by a wide margin, described time management issues. “The time that has to be spent to make it good” isn’t available, one attendee wrote. Simply not knowing where to start was another common answer. One respondent called social media outreach programs, “so time-consuming to get started.” Yet few of our attendees said they felt most constrained by legal or regulatory concerns (5%), and fewer still reported resistance from IT departments citing security issues.
Cision offers a variety of free resources for PR pros addressing these challenges, ranging from this blog to our webinars, white papers, case studies, tip sheets, and expert articles on the Cision Navigator. I thought I’d also offer a link to one excellent blog post describing strategies for each of the 10 major obstacles.
1. “Don’t have time”
2. “Don’t know where to start”
3. “Feeling overwhelmed”
4. “Don’t know where to find influencers”
5. “Management doesn’t buy in”
6. “Just haven’t tried yet”
7. “Clients don’t buy in”
8. “Legal concerns”
9. “Trouble proving return on investment”
10. “IT blocks social sites”
If you have more resources for these challenges, please share them in the comments.