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).
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