Non-members: Click here to review a complimentary excerpt from "Best Practices for Using Social Media To Drive Business Outcomes"
Social Media, the buzzword of this generation, has taken over agendas of many marketing organizations. But is any investment in Social Media a good investment?
This cross-industry online benchmarking study identifies how companies use Social Media tools in their business environment, the opportunities and risks associated with Social Media applications as well as requirements for managing their use. Specifically, the research examines Social Media's impact on customer satisfaction ratings, brand management, sales and marketing metrics, recruiting levels or other business goals.
Some businesses pursue Social Media initiatives proactively to positively impact business outcomes, while others only monitor company-specific content posted on Social Media sites.
- Companies’ Maturity Applying Social Media
- Key Social Media Tools/Applications
- Impact of Social Media Efforts on Business Objectives
- Policies for Using Social Media in the Workplace
- Effectiveness Measures
- Training for Social Media Professionals
- Volume of Companies Using Social Media Proactively vs. Passively
- Staffing and Training for Social Media Activities
- Importance of Social Media for Specific Business Functions
- Social Media Tools With Greatest Benefit on Business Goals
- Most Used Tools for Monitoring Social Media Content
- Social Media Policy Practices
- Organizational Challenges for Adopting Social Media Strategies
SAMPLE KEY FINDINGS
- About half of benchmarked companies already have more mature Social Media strategies. Overall Social Media will play a bigger role in companies’ marketing strategies during the next year(s).
- Twitter is more important for proactive Social Media companies. Google is equally used at profiled companies.
- Twitter, LinkedIn and Facebook mean the greatest benefit for corporations actively engaged in Social Media efforts.
- Companies report Social Media has the greatest impact on product branding and building the corporate image, followed by customer communication and education.
Best Practices, LLC used field surveys to complete this study on behalf of a Research and Advisory Services partner. In all, 24 companies from mainly the utility, health care and pharmaceutical industries contributed to this study.