Brands to get social media lessons from ISBA and IAB

The UK's biggest brands are being urged to develop social media strategies through a new marketing industry initiative.

The IAB has teamed up with ISBA
The IAB has teamed up with ISBA

The Incorporated Society of British Advertisers (ISBA) and Internet Advertising Bureau (IAB) have joined forces to run a series of combined events, presentations and focus groups. The partnership is intended to provide a guide for brands on how to employ a successful social media strategy.

A survey 50 ISBA members found that social media is mainly used as a PR tool to reach bloggers and online influencers (69%) and secondly to extend brand websites via social networking sites such as Facebook and Twitter (63%).

The survey found that the five main challenges for brands using social media are: monitoring and control; measurement and return-on-investment (ROI); policy and regulation; social media strategy and where social media sits within organisations.

ISBA is now working on a guide to social media to launch by the end of the year.

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