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8 Social Media Expands into [Report] The State of Social Business 2013: The Maturing of Social Media into Social Business

8
Social Media Expands into Social Business 2013 Viewed as the Year Where Social Scales and Integrates
While priorities such as metrics and training remain top priorities, new initiatives are
getting attention, such as scaling social programs, making sense of social data, and
integrating with digital and mobile efforts (see Figure 10). This is supported by related
objectives to develop internal education and training, up to 43%, and connect employees
with social tools, at 23%. Companies can’t scale social media across the enterprise with
a core team alone. As businesses move toward Formalized, Strategic, and Converged
stages, strategists learn that housing social in one group hinders growth, scale, and
internal distribution, leaving strategy development and execution in either the core
or among external agencies. To truly scale social throughout the enterprise takes
empowerment where it becomes a new instrument to achieve business goals.
Figure 10:
In 2013, Companies Prioritized Measurement, Training, and Scaling Programs
Q. In 2013, what are your top internal social media objectives?
In just a few years, dedicated employees have spread out beyond marketing and
communications to proliferate other key functions and lines of business. At least 13
different business units across the enterprise may deploy social media (see Figure
9). Most notably, customer support (40%) and digital (37%) have become part of the
everyday social mix. And while HR has traditionally used social for recruitment, social is
also now expanding to be used for employee engagement, development, and retention.
The number of social media practitioners is also increasing in areas where social hasn’t
infiltrated before. Product Development, Customer Experience (CX)/User Experience
(UX), Legal, and Research are among areas that are evolving into social business. As this
migration continues, the need for all groups to work together and in line with one overall
vision and philosophy will set the stage for a Converged social business.
Figure 9: At Least 13 Business Units Have Dedicated Social Media Staff
Q. In which of the following departments are there dedicated people
(can be less than one FTE) executing social? (Q4 2012)
Marketing
Corporate Comm/PR
Social Media
Digital
Product Department/R&D
Advertising
Customer/User Experience
Customer Support
Executive
Legal
IT
HR
Market Research
73%
66%
40%
37%
35%
29%
16%
16%
15%
14%
9%
8%
11%
48%
48%
43%
37%
40%
25%
33%
27%
23%
2012 2010
26%
15%
30%
15%
35%
15%
35%
13%
32%
7%
22%
Create metrics that demonstrate
the value of social media
Develop internal
education and training
Scale our
social programs
Connect social data to other enterprise data
sources to deliver actionable insight
Integrate social media
with digital and mobile
Connect employees
with social tools
Develop a
listening/monitoring solution
Determine an
organizational/governance model
Apply social insight to
the product roadmap
Get buy-in
from stakeholders
Create policies
and procedures

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