Although most US companies use social networks—66% have a Facebook page, 51% have a Twitter account, and 44% have a LinkedIn page—only 16% say their social marketing efforts are fully integrated across the organization, according to [pdf] a study by InSites Consulting.
More than one-quarter (27%) of companies are working to integrate social media into their businesses; most, however, say their social marketing efforts are still in the early stages, with marketers taking first steps in implementing social media (23%) or piloting social media (20%).
Fully integrating social media into the organization positively affects companies in three key areas, InSites finds: 1) More effective marketing communications; 2) higher customer satisfaction; and 3) stronger financial returns.
By approaching social media tactically, rather than as part of an overall integrated strategy, companies are missing opportunities for better business outcomes, according the study.
Larger Companies More Integrated
In the US and UK, social media activities are only slightly less integrated in smaller companies (less than 500 employees) than larger firms (500+ employees) (12% vs. 13%), but fewer smaller firms are now working to integrate social media activities across the organization (20% vs. 31%).