From a recent study via eMarketer:
The top obstacle to using social media to reach local markets is a familiar one: measuring success. But other, more mundane concerns also cause trouble. Brand marketers say it is difficult to manage information, engage users, identify influencers and keep fresh local and regional content available.
“In order for bands to effectively reach consumers across the globe, they need to heed the traditional marketing/PR maxim of thinking global and acting local,” said Michael Lazerow, CEO and Founder of Buddy Media, in a statement.
Marketers do believe the global potential is there for social media, with nearly three-quarters saying the channel would be a good way to reach existing and potential customers in local marketers—but they must learn to leverage it first.
Social Media Obstacles
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