A new report from the Internet Advertising Bureau (IAB) and global marketing and technology agency, LBi, has revealed the extent to which companies in the United Kingdom have modified their business structure so that it better incorporates social media.

In the past 12 months, more than half (55 percent) of the firms polled said that their organisation had made changes to their business in order to become more social. However, less than one in five say that they are able to successfully record their return on investment (ROI) from these tools.

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