Stats On Social Media Activity

Temkin Group and Peppers & Rogers Group teamed up to survey companies about their social media efforts. Check out this Peppers & Rogers article with interesting findings from the research: How Does Your Social Strategy Stack Up?

In this post, I’m examining data from the 68 respondents from companies with annual revenues of $100 million or more. I put together five slides with data that I felt was interesting. Here are some of the highlights:

  • Only 21% of respondents have connected social media into their operations while 26% are doing very little about social media at all.
  • The top obstacle they identify is connecting social media efforts to hard-dollar returns.
  • Only 6% of respondent think they’ve achieved significant business results from social media and 20% have seen very little benefit.  But many are still hopeful; 38% expect to gain significant benefits within three years.
  • The benefit that is most frequently measured is an increase in engagement, using metrics like time on site or number of friends/fans.
  • Social media is led by a functional leader in 44% of firms and by a social media leader in 21%.
  • Marketing “owns” more than half of the social media efforts. But 62% are using social media for something in customer service.
  • The top three social media activities are: providing links to relevant content, providing reactive support when customers complain, and integrating social media marketing with other marketing channels.
  • Nearly 60% of  companies encourage some employees to use social media, while 25% encourage all employees to use it. But all of that social media might be problematic; only 60% have social media guidelines and in place and only about 40% provide social media training to employees.

The bottom line: Companies have not yet mastered social media

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

2 Responses to Stats On Social Media Activity

  1. Amazing statistics, Digital media is the key for any customer engagement strategy, this stats are substantial enough to prove, Just having a page is not enough to showcase that you have a social media presence, but answering the question are you doing enough is the key. Would love to interact & connect with you on Linkedin, I am in the same area as my passion.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: