The Week: Media news - UK late to use social media

UK advertisers are relatively late adopters when it comes to using social networking sites as a marketing tool, according to new research by TNS.

The survey polled senior management from companies including Sony, Diageo and HP, and revealed that just 18 per cent of those polled believe their brands must embrace social media, significantly less than the 50 per cent of US respondents that agreed. TNS attributed the results to a lack of UK boardroom level support.