Stats On Social Media Activity

Temkin Group and Peppers & Rogers Group teamed up to survey companies about their social media efforts. Check out this Peppers & Rogers article with interesting findings from the research: How Does Your Social Strategy Stack Up?

In this post, I’m examining data from the 68 respondents from companies with annual revenues of $100 million or more. I put together five slides with data that I felt was interesting. Here are some of the highlights:

  • Only 21% of respondents have connected social media into their operations while 26% are doing very little about social media at all.
  • The top obstacle they identify is connecting social media efforts to hard-dollar returns.
  • Only 6% of respondent think they’ve achieved significant business results from social media and 20% have seen very little benefit.  But many are still hopeful; 38% expect to gain significant benefits within three years.
  • The benefit that is most frequently measured is an increase in engagement, using metrics like time on site or number of friends/fans.
  • Social media is led by a functional leader in 44% of firms and by a social media leader in 21%.
  • Marketing “owns” more than half of the social media efforts. But 62% are using social media for something in customer service.
  • The top three social media activities are: providing links to relevant content, providing reactive support when customers complain, and integrating social media marketing with other marketing channels.
  • Nearly 60% of  companies encourage some employees to use social media, while 25% encourage all employees to use it. But all of that social media might be problematic; only 60% have social media guidelines and in place and only about 40% provide social media training to employees.

The bottom line: Companies have not yet mastered social media

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 thoughts on “Stats On Social Media Activity”

  1. Amazing statistics, Digital media is the key for any customer engagement strategy, this stats are substantial enough to prove, Just having a page is not enough to showcase that you have a social media presence, but answering the question are you doing enough is the key. Would love to interact & connect with you on Linkedin, I am in the same area as my passion.

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