New research among top European communicators reveals a major upturn in the level of importance being attached to social media platforms.
The European Communication Monitor 2009, commissioned by the European Association of Communication Directors, polled 1,864 comms professionals across 34 countries. It found just three in ten respondents thought online communities were currently important for PR, while 70 per cent believed online videos and communities would be important in 2010.
Almost 40 per cent said the same of Twitter, compared with just 14 per cent who saw it as important in 2009.
Virtual worlds and Wikis have fallen in importance since 2008, while blogs and online videos showed the biggest rise. Almost half of European communicators thought social networks should be used to demonstrate innovation or target specific audiences. Just 41 per cent saw them as useful for monitoring opinion building.