Social media a “must” for sponsorship campaigns: survey

The below article is taken from Australian Sponsorship News.

http://www.sponsorshipnews.com.au  

Almost 80% of senior sponsorship executives surveyed in recent research agree that social media is a “must” for all sponsorship campaigns, but only 25% were of the opinion sponsors were doing a good job of using social medial. 

The global study, by IFM Sports Marketing Surveys, said the rapid development and uptake of social media platforms might be part of the reason why many executives feel sponsors aren't leveraging the medium better. 

It said for example that Twitter has only recently started to “take brands seriously” by offering them different pages and allowing them closer integration with other forms of media. 

The report said that sponsorship of individual athletes and celebrities increased by 13% in 2011 and forecast that it would continue to grow at around that rate in 2012. 

It said that social media had fuelled the growth of this type of sponsorship but warned that the speed of communication in social media made it difficult for marketers to keep tight control over their campaigns. 

Almost half of those surveyed had concerns about the ability to evaluate the impact of social media on their sponsorship campaigns but many acknowledged that research and evaluation methods for social media are improving.

 

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