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Despite the widespread use of social networks among US companies, only 11% have fully integrated social media into existing business programs, according to a study by InSites Consulting. Moreover, only 38% of companies say they share the outcomes of social interactions with the entire organization.

Below, additional findings from the global study titled "The 4 Cs of the Conversation Company," by InSites Consulting.  

Among the companies surveyed, roughly one-half (47%) are still in the early stages of social media integration, and 17% are in the process of integrating social media into their business programs.

One-quarter (25%) of US companies do not use social media marketing.

Top Social Channels

Among surveyed companies, the most poplar platforms are Facebook (80%), LinkedIn (48%), Twitter (45%), and YouTube (31%).

Fewer US brands have an active blog (16%) or use the location-based service Foursquare (9%).

Content Strategies

Due to the rise of social media, content management has become increasingly important, and companies acknowledge the need to improve their models of content delivery, according to the study.

Even so, only 47% of all companies surveyed are aware of the opportunities that various channels offer for distributing content, and only 39% have a content strategy in place.

More than one-half (56%) of companies have employees responsible for creating content, but only 36% have bloggers on staff.

Social Conversations

Among all surveyed companies, much of the potential of social conversations is untapped:

  • 37% post questions to public forums to gain feedback from customers.
  • 38% share the outcomes of social interactions with the entire organization. 
  • 40% monitor customer conversations.
  • 48% manage their own conversations.


About the data: Findings are based on a survey of 1,222 senior managers in the US, UK, Belgium, the Netherlands, France, and Germany. Respondents were from companies across a range of sectors and sizes, serving both B2B and B2C markets.

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