Only 33 per cent of businesses have a long-term strategy in place for social media marketing, according to white papers recently released by Facebook.
Dubbed 'Social Media Blueprints', the documents have been compiled using surveys conducted with business leaders.
Just one-third of those surveyed agreed with the statement: "We have a long term strategy for becoming a social business," whilst 76 per cent concurred that: "Social media is important for brand-building for our business."
More worryingly, whilst 59 per cent of company chiefs believe that the future looks uncertain for businesses that fail to fully embrace social media, nearly half of those surveyed felt that they had not yet completely integrated social media throughout their business.
Facebook's blueprints aim to help businesses 'fill in the gaps' that are preventing them from becoming 100 per cent social, and identify opportunities to engage with customers more effectively using social media platforms.
The first document, nicknamed the 'Brand Building Blueprint' focuses, as its name implies, on articulating a brand's identity in the social world, and creating a compelling voice with which to engage with consumers.
The second, dubbed the 'ORG Design Blueprint', looks at the organisational changes that a company must make in order to implement its new social marketing strategy.
The two blueprints, produced in conjunction with Forrester Consulting, are the first in a series.
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