Social media provides new channels to marketers but staying current on developments takes some legwork, according to a new survey by Menlo Park staffing service The Creative Group. Nearly two-thirds (65 percent) of advertising and marketing executives interviewed said it's at least somewhat challenging to keep up with social media trends.


According to 23 percent of respondents, the best resource for staying up to speed on this topic is conferences or seminars, followed by attending networking events or industry association meetings, cited by 18 percent of those polled.


Advertising and marketing executives were asked, "How challenging is it for you to stay current on social media trends?" Nine percent said it was very challenging; 56 percent said it was somewhat challenging; and 35 percent said it was not challenging.


"Marketing has always been a field with a constant learning curve, but the shifts taking place today are occurring more quickly, making it especially challenging to keep pace," said Donna Farrugia, executive director of The Creative Group. "Networking becomes even more important during periods of rapid change. Many marketers are aware of broad social media trends, but they need nuts-and-bolts information on how to most effectively use new channels. That's where insight from peers on what worked and did not work for them can be most valuable."