Large US companies are reframing their approach to social media, shifting from social marketing to social business, and that shift is affecting the ownership of social media responsibilities within the organization, according to a study by FedEx and Ketchum.
In a social business approach, social tools are used throughout the organization, expanding the impact, value, and reach of social media beyond the realm of consumer and brand management, according to the authors.
Below, additional findings from The 2012 FedEx/Ketchum Social Business Benchmarking Study, based on a survey of 55 large US companies (most participants had 2,000+ employees and annual revenues over $2.5 billion).
Strengthening Client Relationships
Though enhancing brand awareness and reputation is still a top objective for social media efforts among US corporations, fully one-half say they are effectively using social media to strengthen relationships with clients:
- Most companies cite enhancing brand awareness/reputation with clients (69%) and the general public (68%) as a major objective for social media efforts.
- Companies say they are particularly effective at strengthening relationships with customers (51%), the general public (52%), and partners and suppliers (40%).
The relationships between large companies and their stakeholders (including clients, employees, public, partners, and investors) are also evolving.