UK - Most firms are uncertain how to use social media

[pfj] More than half of firms in the UK that use social media are uncertain about the benefits of it, according to a new survey.

The Forum of Private Business has revealed that of 52 per cent of businesses that use it, 27 per cent have expressed serious doubts about its usefulness.

Around six per cent described social networking sites as "useless", while 21 per cent said they were "not useful".

Fewer than one in ten (seven per cent) described social networking as giving definite returns, with a fifth holding the moderate opinion that it is "useful".

The Forum believes that smaller businesses may be missing out on its unique advantages, like free feedback from consumers.

Phil McCabe, forum spokesperson, said: "[Social media's] conversational, real-time nature makes it ideal for entrepreneurs and small, dynamic firms which often have much more relaxed attitudes towards public relations than big corporations."

Almost a fifth (19 per cent) of businesses could be missing out on the digital revolution because they do not have a website.

Small firms 'unsure about social media impact'