New statistics from MarketingSherpa have suggested that the biggest obstacle hindering the take-up of social media in internet marketing is lack of knowledge.
Almost half of the marketers surveyed by the website said a lack of knowledgeable staff was the main reason why their uptake of social media was low, with 43 per cent citing an inability to measure return on investment.
One-third of respondents said they did not have the financial resources to fund social media initiatives, with a similar proportion citing resistance from management.
"There is good news, though," MarketingSherpa said.
"Lessons come fast once an organisation engages with social media. Until those lessons are learned, though, initial missteps could lead to marketers abandoning the program."
According to comScore, there were 580.5 million users of social networks globally as of June 2008.
The most popular social media sites among worldwide internet users were found to be Facebook, MySpace, Hi5 and Friendster.