Social media survey, June 2011

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					Social media survey, June 2011


         Summary of results
We wanted to find out …


• What people understand by ‘social media’
• Attitudes to it
• How it is managed in their organisations


• We asked our Web Effectiveness Network and got 69 replies
• 80 per cent European; most of the rest US




2
Which of these do you consider social media?




3
What do we mean by social media?

Per cent                            Strongly Disagree Neutral   Agree   Strongly
                                    disagree                            agree



All about engaging with all         0        5        15        33      47
stakeholders

All about engaging with customers   0        2        16        39      43



All about conversation              2        3        14        35      46

Too vague a term to be meaningful   6        45       19        22      8




  4
How important is social media?

Per cent                           Strongly   Disagree Neutral   Agree   Strongly
                                   disagree                              agree



The most important online          2          3        15        49      31
development in the past 5 years

Simply a set of channels that      5          28       9         47      11
should sit alongside the website

A passing fad                      41         49       8         2       0

Eventually will replace our        38         47       10        6       0
corporate website
Not relevant to our company        50         44       6         0       0

   5
Is social media a risk or an opportunity?


Per cent            Strongly   Disagree Neutral   Agree   Strongly
                    disagree                              agree



Risk                8          18       16        44      14



Opportunity         0          0        0         70      30




   6
Do your bosses get it?


Per cent                           Strongly   Disagree Neutral   Agree   Strongly
                                   disagree                              agree



Our bosses are carried away by     8          31       11        41      9
social media without
understanding it
Our bosses are not interested in   5          37       28        24      6
social media but should be




   7
How far below the board is the most senior
executive to take a strategic interest in social media?




  8
Which department has ultimate responsibility for
social media?




9
Does your organisation have dedicated
social media roles?




10
What do you use social media for?




11
How you judge your organisation’s competence
in social media?




12
How is social media managed?




13
Should web and social media be integrated?




14
Do you plan to integrate web and social media?




15
Social media budgets


• 72% do not have a specific social media budget
• 60 per cent expect it to grow by up to 50% in next two years,
  39% by more than that.
• Average number of full time equivalent employees working in
  it (corporate team only): 1.95. Highest 20; lowest: 0




16
     Social media budget as % of online
     corporate comms budget




17
Measurement


• Own social media activities measured by a wide variety of
  techniques
• Third party activity: 42% measure it in-house, 25% by an
  external agency, 20 % both, 12 % not at all.
• 27% use manual monitoring, 12% use automated tools, 62%
  use a mix




18
“In the next five years…
                                      Now it’s hype but it will become an integral part
                                      of communications
     The real benefit will be in intelligently anticipated expert search
     and problem resolution
                                 Will become more natural and not ‘special’
          Will ultimately help the world become a better place though a
          significant increase in transparency

                                       Facebook will integrate every aspect of
                                       electronic communication

International terrorism and warfare will move online in a way not previously seen
                               Will be where the music is. The corporate website will
                               only present the must-haves

        Just another channel. Facebook and Twitter will
        probably stick around for more than a few years.
                                                                                        …”
19
Social media survey, June 2011


         Summary of results

				
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