Companies Using Social Media Without Game Plan
Despite widespread adoption of social media marketing, most companies are still learning how to integrate those efforts into their overall corporate strategies: 78% of surveyed companies say they actively use social media, but just 41% say those efforts are part of a strategic game plan, according to a survey from Digital Brand Expressions (DBE).
Overall, Marketing is in charge of social media: 71% of companies that now work from a strategic plan say the marketing department has primary responsibility for creating and maintaining the firm's social media presence; 29% cite communication departments, and 16% cite the executive team.
Below, other findings Social Media Without a Parachute, a DBE study based on a survey of 100 companies.
Although social media is now being applied throughout the enterprise, 94% of companies who work from a social media plan say they use the channel for marketing; 71% cite public relations, and 55% cite sales-related activities.
Just 26% of companies leverage social media for customer service, and only 16% say their human resources department uses it for activities such as recruiting, employee retention, and training and development.
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Comments
Even though right now social media is mostly about marketing, I believe that the real value lies in customer service. SM allows a company to present a 'human' face, put a real person behind the brand.
Marketers could definitely use some strategic perspective when it comes to figuring out how and when to use social media tactics. There's still an emphasis on experimentation right now--just getting out their and using the channel.