A recent survey by Ragan/NASDA QMX Corporate Solutions reported that 65% of organizations add social media duties on top of all the other duties an individual already holds. 27% have a social media team and 3% outsource their social media efforts.
Other important findings:
- 69% are dissatisfied or only “somewhat satisfied” with how they measure social media. Only 31% are satisfied or very satisfied. And many say they lack the time to track data or aren’t even sure what to measure.
- Only 28% saw their budget increase this year, while 69% stayed the same. Prospects were only slightly better for 2013 with 62% of budgets remaining static.
- 23% describe themselves as “newbies.”
- Facebook is by far the most popular platform with 91% of respondents maintaining a page there. Twitter follows closely with 88%, and 69% use LinkedIn.
- “Ownership” of social media is murky, and the question may even become passé as numerous departments within organizations jump in. 70% of respondents say marketing is involved with 69% reporting that public relations played a role. Corporate communications trailed with 49%.
As we all continue to “figure out” what type of goals are appropriate for monitoring the social media investment, 87% of respondents indicated that their goal is brand awareness, 62% indicate increasing web traffic and 40% of the companies surveyed indicate that an increase in sales was one of their social media goals.
This survey points to the continued efforts around “how to monetize social media.”
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