Half of Europe’s in-house communications heads are now responsible for social media, according to the European Communication Monitor 2011. The survey, which questioned 2,209 communication professionals across 43 countries, found that 48% of in-house comms heads now have social media as part of their remit. This figure is up from 42% in 2010.

Despite this increase, only 26% of respondents believe social media has been integrated well into communication strategies. The majority of communication professionals (70%) feel that they lack the necessary skills to handle social media effectively. There’s a clear demand for training in this area, with 86% of respondents calling for more education on social media.

The study also revealed that the UK is leading the way in social media use among communication professionals, with 77% using it regularly. This is significantly higher than the European average of 64%.

Interestingly, the report found that there’s still scepticism about the importance of social media. Nearly half of the respondents (47%) don’t believe that social media will replace traditional media within the next three years. This suggests a continued reliance on traditional communication methods, despite the growing influence of social media.

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