State of Corporate Social Media 2014 Data - SHARED
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1
What industry do you work in?
What areas of the world are you responsible for?
Do you work for a corporate/brand or agency/service provider?
Do you work for a B2B or a B2C business?
How many members of staff work are employed to work exclusively on social media at your company?
How many members of staff engage with social media as a specific requirement of their job role?
How many members of staff use social media in a professional capacity, though it is not a specific requirement of their role?
Is there a discrete social media team within your company?
What department/team is your social media team a part of?
What level of seniority is the head of the 'social media team'?
Who does the 'social media team' ultimately report to?
How much do you agree/disagree with the following statements? "A core part of the social media team's responsibility is...
Has the rise of social media had an impact on internal structures, departmental organisation and responsibilities?
What changes to internal infrastructure and workflows has the rise of social engendered?
What do you use social media for?
What's the most important use of social media for your company?
What will you use social media for by the end of 2014?
Which established social networks does your company currently use?
Which established social network is most useful for your company?
How frequently do you engage on established social networks?
Which international social platforms does your company use?
What budget does your company have for social media activity?
Will your budget for social media activity increase over 2014?
By how much will your social media budget increase over 2014?
Do you pay for Social Advertising?
Are you able to link increased revenue to social media activity?
Is social media becoming a more important part of your marketing strategy?
Is social activity integrated tightly enough into your broader marketing strategy?
Is social integrated tightly enough into broader business practice?
Does your company have an integrated social CRM system?
Do you feel your company is leveraging the power of social media as fully as possible?
Do you feel confident that you're accurately measuring the impact of your social media activity?
Do you measure the ROI of your social media activity?
Does social media activity drive sales for your business?
2
Open-Ended Response
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Other (though we would be intrigued to see what you put here)
ResponseResponseResponse
Response
Response
Response
Response
Other (please specify)
Response
Response
Other (please specify)
...executing social media strategy"
...definining social media strategy for other departments/personnel to execute"
...training, spreading knowledge and answering employee questions about social media"
...tracking corporate social media activities against KPIs and reporting back"
Response
Open-Ended Response
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Other (please specify)
Commerce
Customer Insight
Product Development
Communications and Brand
Employee Engagement
Customer Service
Reputation Preservation and Crisis Response
Marketing
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Other (please specify)
NoneTwitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Vine
Response
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
Foursquare
Google+
Instagram
PinterestVine
VKontakte
Ren RenQQQZone
YouKu Tudou
Sina Weibo
BaduOrkutHi5Mixi
None of these
Response
Response
Response
Response
Response
Response
Response
Response
Response
Response
Response
Response
Response
3
marketing research
Australasia
Agency/Service Provider
BothOne member of staff
One member of staff
One member of staff
Social is part of many roles and departments
AgreeDisagreeAgreeAgreeYes
increased marketing staff workload
Marketing
Customer Insight
Commerce
Somewhat Important
Somewhat Important
Somewhat Important
Somewhat Important
Not Important
Not Important
Not Important
Somewhat Important
Communications
Marketing
Customer Insight
Commerce
Twitter
Facebook
YouTubeLinkedInLinkedIn
Less than once a day
More than once a day
Less than once a day
Less than once a day
NeverNever
Less than once a month
NeverNeverNever
None of these
$0 - $10,000
NoNoNoYesYesYesNoNoYesYesNo
4
Consulting
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothMore than six
More than six
More than six
Social is part of many roles and departments
5
Public relations
Mainland Europe
Agency/Service Provider
BothTwo to three
Two to three
Two to three
We have a discrete social media team
Communications
C-suiteCEOAgree
Strongly Agree
AgreeAgreeYes
Social media team encourages all the employees to share their suggestion about content o SM channels.
Communications
Reputation Preservation/Crisis Communications
Product Development
Important
Important
Important
Very Important
Somewhat Important
Not Important
Very Important
Very Important
Communications
Marketing
Reputation Preservation/Crisis Communications
Product Development
Twitter
Facebook
LinkedInTwitter
Less than once a day
Less than once a day
Never
Less than once a week
NeverNeverNeverNeverNeverNever
None of these
Would not like to say
NoNoNoYesNoNoYesNoYesNo
I don't know
6
PR Agency
Mainland Europe
Agency/Service Provider
BothNo staff
Four to six
More than six
Social is part of many roles and departments
AgreeAgree
Strongly Agree
AgreeYes
we organized a special team of employees that are responsible for agency's social media and they cooperate with other agency's consultants on social media for their clients
Communications
Marketing
Reputation Preservation/Crisis Communications
Employee Engagement
Somewhat Important
Somewhat Important
Somewhat Important
Important
Very Important
Somewhat Important
Important
Important
Communications
Marketing
Reputation Preservation/Crisis Communications
Employee Engagement
7
Entertainment
Middle East/Africa
Corporate/BrandB2BOne member of staffNo staff
Two to three
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
8
Retail
for Social Media Recruitment: Global
Corporate/BrandBothMore than six
More than six
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Neutral
Strongly Agree
Yes
9
Many
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
B2BMore than six
More than six
More than six
Social is part of many roles and departments
DisagreeAgreeAgreeAgreeYes
more definition of process activities documented in iPad apps using playbooks and Sharepoint 2013
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Not Important
Important
Somewhat Important
Somewhat Important
Important
Not Important
Somewhat Important
Somewhat Important
Communications
Marketing
Customer Insight
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
PinterestLinkedIn
More than once a day
More than once a day
Less than once a day
More than once a day
Less than once a day
NeverNeverNever
Less than once a day
NeverRen Ren
Would not like to say
I would not like to say
YesNoYesYesYesYesNoNoYes
I don't know
10
Social Media Consulting
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Agency/Service Provider
BothTwo to three
One member of staff
One member of staff
Social is part of many roles and departments
DisagreeNeutral
Strongly Agree
Strongly Agree
Yes
Not much just use tools and layer my corporate experience
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Important
Important
Important
Important
Important
Important
Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
PinterestLinkedIn
Less than once a day
Less than once a week
Less than once a month
More than once a day
NeverNever
Less than once a week
Never
Less than once a week
Never
VKontakte
Would not like to say
I would not like to say
YesYesYesYesYesYesYesYesYesYes
11
Marketing
United Kingdom
Agency/Service Provider
B2BNo staff
One member of staff
One member of staff
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
12
Life Insurance
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandBothOne member of staff
Two to three
Four to six
We have a discrete social media team
Marketing
Executive
Head of Marketing
CMO
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
More engagement
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Not Important
Very Important
Not Important
Very Important
Very Important
Somewhat Important
Somewhat Important
Very Important
Marketing
Same as last question
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a day
Less than once a day
Less than once a day
Never
Less than once a day
Less than once a week
Less than once a day
Never
None of these
$10,001 - $25,000
Yes
26% - 50%
YesYesYesYesYesNoNoYesYesYes
13
Medical education
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandBothTwo to three
Two to three
Two to three
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Specific staffing
Communications
Marketing
Customer Insight
Lead acquisition and sales
Very Important
Very Important
Somewhat Important
Very Important
Not Important
Somewhat Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
PinterestYouTube
More than once a day
More than once a day
Less than once a day
More than once a day
More than once a day
Never
Less than once a day
Never
Less than once a week
Never
None of these
Would not like to say
I would not like to say
YesYesYesYesYesYesNoYesYesYes
14
Strategy Consulting
Mainland Europe
Corporate/BrandB2BTwo to three
Two to three
More than six
We have a discrete social media team
Communications
Marketing & Communications is one department
Executive
Head of Communications
ManagerNeutralAgreeAgreeAgreeYes
Less bureaucratic workflows, but also increasing the workload and raising the need for prioritizing content.
Communications
Marketing
Reputation Preservation/Crisis Communications
Not Important
Somewhat Important
Somewhat Important
Very Important
Not Important
Somewhat Important
Very Important
Important
Communications
Marketing
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
LinkedIn
Less than once a day
Less than once a day
Less than once a month
Less than once a day
Less than once a week
Never
Less than once a day
NeverNeverNeverRen Ren
Sina Weibo
$0 - $10,000
NoNoNoYesNoYesYesNoYesYesNo
15
UX Design
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
B2BNo staff
One member of staff
One member of staff
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Implementation of a process for which social media platforms we will use, who will use them, how we will use them, etc. - Virtually all aspects around using social media because we haven't been using it at all prior to this year.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Not Important
Important
Somewhat Important
Important
Somewhat Important
Somewhat Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
LinkedInPinterestLinkedIn
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
None of these
$0 - $10,000
Yes
Over 100%
NoNoYesYesNoNoNoNoNo
I don't know
16
Marketing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothTwo to three
Four to six
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Redistribution of workflow and the need to hire new personnel to manage social media.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Important
Very Important
Important
Important
Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a week
Less than once a week
More than once a day
Less than once a week
Less than once a week
Less than once a week
Less than once a week
Less than once a week
None of these
$10,001 - $25,000
Yes
I would not like to say
NoYesYesNoNoYesNoNoYesYes
17
reinsurance
Mainland Europe
Corporate/BrandB2B
18
Security
United Kingdom
Corporate/BrandB2BTwo to three
Two to three
Two to three
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
AgreeAgree
Strongly Agree
Yes
Better communication between departments of news in the organization.
Marketing
Product Development
Important
Important
Important
Very Important
Not Important
Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Twitter
Facebook
YouTubeLinkedInTwitter
More than once a day
More than once a day
Less than once a month
Less than once a week
Less than once a week
NeverNeverNeverNeverNever
None of these
$0 - $10,000
NoNoNoYesYesYesNoYesYesNo
I don't know
19
Building
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
AsiaCorporate/BrandBothOne member of staff
Two to three
One member of staff
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
Strongly Agree
Yes
The addition of new positions, and responsibilities.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Very Important
Very Important
Important
Very Important
Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+PinterestTwitter
More than once a day
Less than once a week
Less than once a week
Less than once a week
NeverNever
Less than once a day
Less than once a month
Less than once a day
Never
None of these
$0 - $10,000
NoNoNoYesNoNoNoNoNoNoYes
20
Social Media
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Corporate/BrandB2BFour to six
Four to six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Employee Engagement
Important
Important
Important
Very Important
Very Important
Important
Important
Important
Communications
Marketing
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Instagram
Twitter
More than once a day
Less than once a week
More than once a day
More than once a day
NeverNever
Less than once a week
Never
Less than once a week
Never
None of these
Would not like to say
Yes
I would not like to say
YesYesYesYesYesYesYesNoYesYes
21
Technology
United Kingdom
Corporate/BrandB2BTwo to three
Two to three
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
AgreeAgreeAgreeAgreeNo
Communications
Marketing
Customer Service
Customer Insight
Employee Engagement
Somewhat Important
Important
Somewhat Important
Very Important
Somewhat Important
Very Important
Somewhat Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+PinterestTwitter
More than once a day
More than once a day
Less than once a week
More than once a day
More than once a day
Less than once a month
More than once a day
Never
Less than once a week
Never
None of these
$0 - $10,000
NoYesYesYesYesYesYesNoNoYesNo
22
Financial Services
Australasia
Corporate/BrandB2CMore than six
More than six
More than six
Social is part of many roles and departments
23
software
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Middle East/Africa
Australasia
South/Central America
Corporate/BrandB2BNo staff
One member of staff
Two to three
Social is part of many roles and departments
Strongly Agree
Disagree
Strongly Disagree
AgreeYes
hiring of 1 dedicated staff member to manage our implementation of HubSpot
Communications
Marketing
Very Important
Somewhat Important
Somewhat Important
Very Important
Not Important
Somewhat Important
Somewhat Important
Very Important
Marketing
Customer Service
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+LinkedIn
Less than once a week
Less than once a month
Less than once a week
Less than once a day
NeverNever
Less than once a week
NeverNeverNever
None of these
$0 - $10,000
Yes
26% - 50%
NoYesYesYesNoYesNoYesNoNo
24
Marketing
USA/Canada - East Coast
Agency/Service Provider
BothOne member of staff
Two to three
Two to three
Social is part of many roles and departments
AgreeAgreeAgreeAgreeYes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Important
Very Important
Very Important
Very Important
Somewhat Important
Very Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
Instagram
Twitter
More than once a day
More than once a day
Never
More than once a day
NeverNeverNever
More than once a day
NeverNever
None of these
$0 - $10,000
Yes
I would not like to say
YesYesYesYesYesYesNoNoNoYes
25
marketing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothFour to six
Four to six
No staff
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
adding more fultime staff
Communications
Marketing
Customer Service
Customer Insight
Product Development
Employee Engagement
Commerce
Important
Very Important
Very Important
Very Important
Very Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Instagram
More than once a day
More than once a day
Less than once a week
Less than once a day
Less than once a week
Less than once a week
Less than once a day
More than once a day
More than once a day
Never
None of these
$0 - $10,000
Yes
11% - 25%
YesYesYesYesYesNoNoNoYesYes
26
Rail Travel
United Kingdom
Mainland Europe
Corporate/BrandB2CTwo to three
More than six
Two to three
Social is part of many roles and departments
Strongly Agree
DisagreeAgree
Strongly Agree
Yes
Creation of specific roles Integration and synergy with other contact channels
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Important
Important
Not Important
Important
Somewhat Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInTwitter
More than once a day
More than once a day
Less than once a week
Less than once a day
NeverNeverNever
Less than once a week
Less than once a week
Never
None of these
$50,001 - $100,000
NoYesYesYesYesNoYesNoNoYesYes
27
FinTech
United Kingdom
Mainland Europe
Corporate/BrandB2CNo staff
Four to six
Four to six
Social is part of many roles and departments
AgreeDisagreeAgreeNeutralYes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Important
Very Important
Important
Important
Somewhat Important
Very Important
Important
Very Important
Marketing
Customer Service
Customer Insight
Product Development
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+Pinterest
Facebook
Never
More than once a day
NeverNeverNeverNeverNeverNeverNeverNever
VKontakte
$0 - $10,000
NoYesYesYesYesYesNoNoNoYesYes
28
services B2B
Europe mainly and China
Corporate/BrandB2BNo staff
Two to three
More than six
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
AgreeNo
Communications
Reputation Preservation/Crisis Communications
Employee Engagement
Somewhat Important
Important
Somewhat Important
Important
Important
Somewhat Important
Very Important
Important
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
TwitterYouTubeLinkedInLinkedIn
Less than once a week
Never
Less than once a week
Less than once a day
NeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
I would not like to say
YesNoYesNoNoNoNoNoNo
I don't know
29
Computer networking
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
Corporate/BrandB2BMore than six
More than six
More than six
Social is part of many roles and departments
AgreeNeutralNeutral
Strongly Agree
No
Communications
Marketing
Customer Insight
Product Development
Employee Engagement
Not Important
Somewhat Important
Somewhat Important
Very Important
Somewhat Important
Somewhat Important
Important
Very Important
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+Twitter
More than once a day
Less than once a day
Less than once a month
Less than once a day
Less than once a month
Less than once a month
Less than once a week
Less than once a month
Less than once a month
Less than once a month
None of these
Would not like to say
I would not like to say
YesYesNoNoNoNoNoNoYes
I don't know
30
automotive
Mainland Europe
Corporate/BrandBothFour to six
More than six
More than six
We have a discrete social media team
Marketing
Director
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
creating new social media responsive culture and organisation structure
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Important
Very Important
Somewhat Important
Very Important
Very Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
More than once a day
More than once a day
More than once a day
More than once a day
NeverNever
More than once a day
NeverNeverNever
VKontakte
$50,001 - $100,000
Yes
76% - 100%
NoYesYesYesYesYesNoYesYesYes
31
retail
USA/Canada - West Coast
Corporate/BrandB2COne member of staff
Two to three
More than six
We have a discrete social media team
Marketing
Executive
Head of Marketing
AgreeAgreeNeutralDisagreeYes
we an take care of customers concerns
Marketing
Reputation Preservation/Crisis Communications
Important
Important
Not Important
Important
Somewhat Important
Important
Important
Important
Communications
Marketing
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubePinterest
Facebook
Less than once a day
More than once a day
More than once a day
NeverNeverNever
Less than once a month
Less than once a week
Less than once a week
Never
None of these
$0 - $10,000
Yes1% - 5%YesNoYesYesYesYesNoNoNoNo
32
Financial services
United Kingdom
Corporate/BrandB2BOne member of staff
Four to six
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
INternal processes using multiple personnel across multiple departments
Communications
Marketing
Customer Service
Customer Insight
Somewhat Important
Somewhat Important
Somewhat Important
Very Important
Not Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
TwitterLinkedInTwitter
More than once a day
More than once a day
Less than once a day
More than once a day
Less than once a month
Less than once a month
Less than once a week
Less than once a week
Less than once a month
Less than once a month
None of these
Would not like to say
Yes
6% - 10%
YesYesYesYesNoNoNoNoYes
I don't know
33
Furniture & Deco
Mainland Europe
Corporate/BrandB2COne member of staff
One member of staff
Two to three
Social is part of many roles and departments
Strongly Agree
NeutralDisagreeNeutralYes
A new position in staff
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Somewhat Important
Very Important
Somewhat Important
Very Important
Somewhat Important
Important
Important
Important
Communications
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedInGoogle+Pinterest
Instagram
Facebook
Less than once a day
Less than once a day
Less than once a day
Less than once a day
NeverNever
Less than once a day
Less than once a day
Less than once a day
Never
None of these
$0 - $10,000
NoYesNoYesYesYesYesNoNoNoYes
34
Marketing / Advertising / Branding
USA/Canada - Central
Agency/Service Provider
BothTwo to three
Two to three
More than six
Social is part of many roles and departments
Strongly Agree
AgreeAgree
Strongly Agree
Yes
time management and mostly efficiency
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Very Important
Very Important
Very Important
Very Important
Not Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
brand advocacy
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Vine
Facebook
More than once a day
More than once a day
Less than once a day
More than once a day
Less than once a day
Less than once a day
More than once a day
Less than once a day
Less than once a day
Less than once a day
None of these
$10,001 - $25,000
Yes
11% - 25%
YesYesYesYesYesNoNoNoYesYes
35
Mining
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
Corporate/BrandB2BOne member of staff
More than six
No staff
We have a discrete social media team
Communications
Manager
Head of Communications
NeutralNeutral
Strongly Agree
Strongly Agree
Yes
New role creation New way of splitting work for teams using social New cross-functional infrastructure in place
Communications
Reputation Preservation/Crisis Communications
Employee Engagement
Not Important
Important
Not Important
Important
Important
Somewhat Important
Very Important
Not Important
Communications
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeLinkedIn
Instagram
Twitter
More than once a day
Less than once a day
Less than once a week
Less than once a day
NeverNeverNever
Less than once a week
NeverNever
None of these
Would not like to say
NoNoNoYesNoNoNoNoNoNoNo
36
MarCom AgencyAsia
Agency/Service Provider
BothTwo to three
Two to three
Four to six
We have a discrete social media team
Discrete Department
Director
Head of Marketing
Strongly Agree
Agree
Strongly Agree
AgreeYes
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Important
Very Important
Important
Very Important
Important
Very Important
Very Important
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
LinkedInGoogle+
Blog/Tumblr
LinkedIn
More than once a day
More than once a day
Less than once a day
More than once a day
More than once a day
Less than once a month
More than once a day
Less than once a month
Less than once a day
Less than once a week
None of these
$0 - $10,000
Yes1% - 5%YesYesYesYesNoNoNoYesNoYes
37
Meetings and cultural services
Mainland Europe
Agency/Service Provider
BothNo staff
More than six
Two to three
Social is part of many roles and departments
AgreeAgreeAgreeNeutralYes
Better understanding of our task from our clients. Nice way to develope networking
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Somewhat Important
Important
Not Important
Important
Important
Somewhat Important
Not Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
LinkedIn
More than once a day
More than once a day
Less than once a week
More than once a day
More than once a day
Less than once a week
Less than once a week
Less than once a month
Less than once a month
NeverHi5
$0 - $10,000
NoNoNoYesYesYesNoNoNoNo
I don't know
38
Advertising and Communications
Middle East/Africa
Agency/Service Provider
BothNo staff
Two to three
More than six
We have a discrete social media team
Discrete Department
Digital Department
Manager
Head of Marketing
Head of Digital
Strongly Agree
NeutralAgree
Strongly Agree
Yes
It's changed the way we approach the internal infrastructure altogether. In terms of whether to implement social networking across our internal structures, how approach the external influences of Social Media as well as how we promote our brand, and that of our clients, via social media (including that of our own staff in their personal capacity)
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Somewhat Important
Very Important
Somewhat Important
Very Important
Not Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+Pinterest
Instagram
Vine
Facebook
More than once a day
More than once a day
Less than once a day
Less than once a day
NeverNever
More than once a day
More than once a day
More than once a day
Less than once a week
None of these
$0 - $10,000
Yes
11% - 25%
YesYesYesNoNoYesNoYesNoNo
39
AviationAsia
Australasia
Corporate/BrandB2CMore than six
More than six
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
AgreeYes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Very Important
Important
Important
Very Important
Somewhat Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a month
Less than once a month
Less than once a month
Never
Less than once a month
Less than once a week
Less than once a month
NeverRen RenQQ
YouKu Tudou
Sina Weibo
Would not like to say
I would not like to say
YesYesYesYesYesNoNoNoYesYes
40
Internet
USA/Canada - East Coast
USA/Canada - West Coast
United Kingdom
Asia
Agency/Service Provider
BothMore than six
More than six
More than six
We have a discrete social media team
Discrete Department
Vice-President
Head of Marketing
Vice President - Social Media
Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Somewhat Important
Somewhat Important
Not Important
Very Important
Somewhat Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
LinkedIn
Less than once a day
More than once a day
Less than once a week
More than once a day
Less than once a month
Never
Less than once a week
Never
Less than once a month
Never
None of these
Would not like to say
Yes
26% - 50%
YesYesYesYesYesNoNoYesYesYes
41
municipal government
USA/Canada - Central
Agency/Service Provider
BothNo staff
More than six
More than six
Social is part of many roles and departments
Agree
Strongly Agree
Strongly Agree
AgreeYes
new committees and teams dedicated to developing reviewing and approving social media plans and strategies
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
community engagement and social marketing
Important
Important
Very Important
Not Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeTwitter
More than once a day
More than once a day
Less than once a month
NeverNeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
Yes
51% - 75%
NoNoYesNoNoNoNoNoNoNo
42
Retail
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2CFour to six
Four to six
More than six
We have a discrete social media team
Marketing
Executive
Head of Marketing
AgreeAgreeAgreeNeutralYes
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Somewhat Important
Somewhat Important
Important
Very Important
Somewhat Important
Important
Important
Very Important
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
Facebook
More than once a day
More than once a day
Less than once a week
Less than once a week
NeverNeverNeverNeverNeverNever
None of these
Would not like to say
I would not like to say
YesNo
43
Finance
United Kingdom
Corporate/BrandBothNo staffNo staff
One member of staff
Social is part of many roles and departments
NeutralNeutralNeutralNeutralYes
New departmental structure
Communications
Important
Somewhat Important
Not Important
Important
Not Important
Somewhat Important
Very Important
Somewhat Important
Communications
Marketing
TwitterYouTubeTwitter
Less than once a day
NeverNeverNeverNeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
Yes1% - 5%NoNoYesNoNoNoNoNoNoNo
44
Pharmaceutical
The Universe... as far as I know
Corporate/BrandBothTwo to three
More than six
More than six
We have a discrete social media team
Communications
Executive
Head of Communications
AgreeDisagreeAgreeAgreeYes
Creation of a social media department More dynamic role for communications in brand marketing, due to their social media resposibilities
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Somewhat Important
Somewhat Important
Not Important
Very Important
Somewhat Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInPinterestVineTwitter
More than once a day
More than once a day
Less than once a day
Less than once a week
NeverNeverNeverNever
Less than once a day
Less than once a week
Sina Weibo
OrkutHi5Mixi
$1,000,001 - $2,500,000
Yes
11% - 25%
YesNoYesNoNoNoNoNoNo
I don't know
45
Auto
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2BMore than six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
NeutralYes
46
Telecom
Mainland Europe
Corporate/BrandB2CMore than six
More than six
More than six
Social is part of many roles and departments
AgreeAgreeAgreeAgreeNo
Communications
Marketing
Customer Service
Employee Engagement
Somewhat Important
Not Important
Somewhat Important
Very Important
Somewhat Important
Important
Important
Important
Marketing
Facebook
LinkedIn
Instagram
Facebook
More than once a day
More than once a day
Less than once a week
More than once a day
Less than once a month
Less than once a day
Less than once a week
Less than once a week
Less than once a week
Less than once a week
None of these
Would not like to say
I would not like to say
NoNoYesNoYesYesNoYesNo
I don't know
47
hospitality
Mainland Europe
Corporate/BrandBothTwo to three
More than six
More than six
We have a discrete social media team
Marketing
Director
Head of Marketing
AgreeAgreeAgreeAgreeYes
creation of social medi team; change of budget allocation to include more social media. Inclusion of reputation management tools in KPI
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Important
Important
Somewhat Important
Very Important
Somewhat Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
YouTube
Less than once a month
Less than once a week
Less than once a month
Less than once a month
Less than once a month
NeverNeverNeverNeverNeverOrkut
Would not like to say
I would not like to say
YesYesYesNoNoNoNoYesYes
I don't know
48
higher education
USA/Canada - Central
Corporate/BrandB2CTwo to three
Two to three
More than six
Social is part of many roles and departments
AgreeDisagree
Strongly Agree
AgreeYes
additional duties for key players, additional employees with skills to communicate via SocMedia, more awareness of the power of SocMedia and the desire to use it as a marketing tool, an expectation that there will be some training given by communication professionals (in-house or invited outside) to staff that want to engage using SocMedia.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Somewhat Important
Important
Not Important
Very Important
Not Important
Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
Pinterest
Facebook
More than once a day
More than once a day
Less than once a month
Less than once a day
Less than once a week
NeverNeverNever
Less than once a week
Never
None of these
$0 - $10,000
NoYesYesYesNoNoNoNoNoNo
I don't know
49
BPO
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
B2CMore than six
More than six
More than six
Social is part of many roles and departments
AgreeAgreeAgreeAgreeNo
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Important
Important
Somewhat Important
Very Important
Somewhat Important
Very Important
Very Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Instagram
Facebook
Less than once a day
Less than once a day
Less than once a month
More than once a day
Less than once a month
Less than once a month
More than once a day
Less than once a month
Less than once a month
Never
None of these
$100,001 - $500,000
I would not like to say
YesYesYesNoNoYesNoNoNo
I don't know
50
Healthcare
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Corporate/BrandB2BNo staff
Two to three
Four to six
We have a discrete social media team
Communications
We do not have a social media team
Head of Communications
Agree
Strongly Disagree
Agree
Strongly Agree
Yes
added development and oversight of a social calendar to team's annual goals
Marketing
Customer Insight
Employee Engagement
Important
Very Important
Important
Important
Very Important
Somewhat Important
Important
Important
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeYouTube
Less than once a month
Less than once a day
Less than once a week
NeverNeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
NoYesNoYesYesNoNoNoNoNo
I don't know
51
software
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Corporate/BrandB2BTwo to three
One member of staff
More than six
Social is part of many roles and departments
Strongly Agree
NeutralAgree
Strongly Agree
No
Communications
Marketing
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Somewhat Important
Very Important
Somewhat Important
Very Important
Important
Important
Very Important
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+LinkedIn
More than once a day
More than once a day
Less than once a day
More than once a day
More than once a day
Never
Less than once a week
NeverNeverNever
None of these
Would not like to say
Yes
I would not like to say
YesNoYesYesYesYesNo
52
marketing
Mainland Europe
Russia
Agency/Service Provider
B2BMore than six
More than six
More than six
Social is part of many roles and departments
Disagree
Strongly Agree
AgreeNeutralYesl
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Somewhat Important
Somewhat Important
Important
Very Important
Important
Somewhat Important
Important
Important
Communications
Marketing
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Blog/Tumblr
Pinterest
Instagram
LinkedIn
Less than once a day
Less than once a day
Less than once a month
Less than once a week
Less than once a day
Less than once a month
NeverNeverNeverNever
VKontakte
$10,001 - $25,000
Yes
6% - 10%
YesYesYesNoNoYesNoYesNoYes
53
Entertainment
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2COne member of staff
One member of staff
Two to three
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Agree
Strongly Agree
Yes
dedication to social media as a specific portion of someone's job
Communications
Marketing
Customer Service
Not Important
Not Important
Not Important
Communications
Marketing
Product Development
Twitter
Facebook
YouTubeYouTube
Less than once a day
More than once a day
Less than once a day
Less than once a day
NeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
NoNoNoYesYesYesNoYesYesNoNo
54
Professional Education & Management Consulting
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Global
Agency/Service Provider
B2BOne member of staff
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
Strongly Agree
Yes
EVERYONE is customer-facing
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Lead Generation and Business Intelligence
Important
Very Important
Very Important
Very Important
Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Lead Generation and Business Intelligence
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
LinkedIn
More than once a day
Less than once a day
Less than once a day
More than once a day
Less than once a day
Less than once a day
More than once a day
Less than once a day
Less than once a week
NeverRen RenBaduOrkutHi5
$0 - $10,000
NoNoYesYesYesYesYesNoYesYesYes
55
Technology
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
South/Central America
South East Asia
Corporate/BrandBothMore than six
More than six
More than six
We have a discrete social media team
Discrete Department
Customer Service and Support
Director
Head of Communications
Customer Service VP
Strongly Agree
Strongly Agree
Strongly Agree
AgreeYes
better coordination between brands and customer service to a co-dependency point
Communications
Marketing
Customer Service
Product Development
Somewhat Important
Very Important
Important
Very Important
Important
Very Important
Somewhat Important
Very Important
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
Twitter
More than once a day
More than once a day
Less than once a week
More than once a day
More than once a day
NeverNever
Less than once a month
Less than once a week
NeverQQ
Sina Weibo
$500,001 - $1,000,000
Yes
11% - 25%
NoNoYesNoYesYesNoNoYes
I don't know
56
BPO
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothMore than six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
NeutralAgreeYes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Very Important
Very Important
Very Important
Very Important
Somewhat Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
PinterestTwitter
More than once a day
More than once a day
More than once a day
More than once a day
More than once a day
Less than once a week
Less than once a day
Less than once a week
Less than once a day
Less than once a day
QQQZoneOrkutMixi
$100,001 - $500,000
Yes
I would not like to say
YesYesYesYesYesYesYesYesYesYes
57
comparison shoppingBrazilCorporate/BrandBothOne member of staff
One member of staff
Two to three
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Agree
Strongly Agree
Yes
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Somewhat Important
Important
Important
Important
Not Important
Somewhat Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Twitter
Facebook
YouTubeGoogle+
Facebook
Less than once a day
More than once a day
More than once a day
NeverNeverNever
More than once a day
NeverNeverNever
None of these
Would not like to say
Yes
6% - 10%
YesYesYesYesYesNoYesYesYesYes
58
Consulting
South/Central America
Mexico
Agency/Service Provider
BothNo staff
Two to three
Two to three
Social is part of many roles and departments
AgreeAgreeDisagreeDisagreeYes
More Awreness of customer reactions More interactions between areas more competition on who "owns" social media
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Important
Important
Very Important
Somewhat Important
Communications
Marketing
Customer Service
Customer Insight
Product Development
Measure the Customer experience
Twitter
Facebook
YouTubeLinkedInGoogle+
Facebook
More than once a day
More than once a day
Less than once a day
Less than once a week
NeverNever
Less than once a week
NeverNeverNever
None of these
$100,001 - $500,000
Yes1% - 5%YesYesYesYesYesNoNoYesNo
I don't know
59
Software
United Kingdom
Based in the United Kingdom but have global offices in Boston and China
Corporate/BrandBothOne member of staff
More than six
More than six
Social is part of many roles and departments
Strongly Agree
AgreeNeutral
Strongly Agree
Yes
Personally, it has become a major part of my role within the company.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Not Important
Very Important
Not Important
Very Important
Somewhat Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+Twitter
More than once a day
Less than once a day
Less than once a day
Less than once a day
NeverNever
Less than once a day
NeverNeverNever
None of these
$0 - $10,000
NoNoNoYesYesYesNoNoYesYesNo
60
Manufacturing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2BOne member of staff
Two to three
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Somewhat Important
Important
Very Important
Very Important
Somewhat Important
Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedInTwitter
More than once a day
More than once a day
Less than once a week
More than once a day
NeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
NoYesYesYesYesNoNoNoNoYes
I don't know
61
Kiosk Manufacturing & Distribution
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Corporate/BrandBothOne member of staff
One member of staff
Two to three
We have a discrete social media team
Marketing
ManagerCEO
Strongly Agree
AgreeDisagreeAgreeNo
Communications
Marketing
Customer Insight
Important
Somewhat Important
Not Important
Very Important
Not Important
Somewhat Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
PinterestTwitter
More than once a day
More than once a day
Less than once a month
Less than once a day
More than once a day
Never
More than once a day
Never
More than once a day
Never
None of these
Would not like to say
I would not like to say
YesYesYesYesYesNoNoNoYesYes
62
financial services
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandBothTwo to three
More than six
Four to six
We have a discrete social media team
63
Digital marketing and social media
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Agency/Service Provider
BothFour to six
Four to six
Four to six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
AgreeAgreeYes
Transitioning from "having to do", to "part of the daily job"
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Commerce
Very Important
Very Important
Important
Very Important
Very Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Twitter
More than once a day
More than once a day
Less than once a day
More than once a day
Less than once a day
More than once a day
More than once a day
Less than once a day
Less than once a day
Never
None of these
$10,001 - $25,000
Yes
26% - 50%
YesYesYesYesYesNoNoNoYesYes
64
Communications/MediaAsia
Middle East/Africa
Corporate/BrandB2BOne member of staff
Two to three
More than six
Social is part of many roles and departments
Strongly Agree
AgreeAgree
Strongly Agree
Yes
65
Software
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Corporate/BrandB2BOne member of staff
More than six
More than six
Social is part of many roles and departments
AgreeAgreeAgree
Strongly Agree
Yes
Internal social network for improving communications Active social support for marketing campaigns
Communications
Marketing
Customer Insight
Product Development
Employee Engagement
Not Important
Very Important
Important
Important
Very Important
Somewhat Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedInTwitter
Less than once a day
Less than once a day
Less than once a week
More than once a day
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a week
Less than once a month
None of these
$10,001 - $25,000
Yes
I would not like to say
YesNoYesYesYesNoNoNoNo
I don't know
66
AdvertisingAsiaCorporate/BrandBothFour to six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
We built up a new social team specifically working on social aspect. Other than that, all the team members in online team are required to learn more about social media trend and have been encouraged to practice on that.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Important
Very Important
Very Important
Very Important
Somewhat Important
Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Facebook
YouTube
Blog/Tumblr
Pinterest
Instagram
Facebook
Less than once a month
More than once a day
Less than once a day
Less than once a month
Less than once a day
NeverNever
Less than once a day
Less than once a month
Never
YouKu Tudou
Sina Weibo
Badu
Would not like to say
Yes
I would not like to say
YesYesYesYesNoNoNoNoNoYes
67
information technology
USA/Canada - East Coast
United Kingdom
Corporate/BrandB2B
68
Media
Australasia
Corporate/BrandBothMore than six
More than six
More than six
Social is part of many roles and departments
NeutralNeutral
Strongly Agree
NeutralYes
Transition to more of a 24/7 style of operation, with the need to generate and/or monitor a greatly increased flow of news and information.
Communications
Marketing
Customer Service
Customer Insight
Product Development
Employee Engagement
Commerce
Important
Important
Important
Important
Somewhat Important
Important
Not Important
Important
Communications
Marketing
Customer Service
Customer Insight
Product Development
Employee Engagement
Commerce
Twitter
Facebook
LinkedInTwitter
More than once a day
More than once a day
Less than once a month
More than once a day
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
Less than once a month
None of these
Would not like to say
Yes
I would not like to say
NoNoYesNoNoNoNoNoNo
I don't know
69
Market research
Mainland Europe
Agency/Service Provider
BothOne member of staffNo staff
Two to three
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Disagree
Strongly Agree
No
70
media & entertainment services
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
South/Central America
Corporate/BrandB2BNo staff
One member of staff
One member of staff
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
AgreeNo
Communications
Marketing
Important
Important
Important
Communications
Marketing
TwitterLinkedInTwitter
More than once a day
Never
Less than once a week
More than once a day
NeverNeverNever
Less than once a day
Less than once a week
Never
None of these
$0 - $10,000
Yes1% - 5%NoNoYesYesNoNoNoNoNo
I don't know
71
Software
Web based company, online business
Corporate/BrandB2BTwo to three
One member of staff
Two to three
Social is part of many roles and departments
Strongly Agree
AgreeNeutral
Strongly Agree
Yes
More of a priority.
Marketing
Customer Service
Commerce
Very Important
Somewhat Important
Not Important
Very Important
Somewhat Important
Somewhat Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Twitter
More than once a day
More than once a day
Less than once a day
More than once a day
Less than once a day
Never
Less than once a day
More than once a day
Never
Less than once a day
None of these
$0 - $10,000
NoYesNoYesYesYesYesNoNoYes
I don't know
72
Consumer Tech Products/Services
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2CTwo to three
Two to three
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Hiring people with specific social skills and social media backgrounds to support their department in social.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Important
Very Important
Important
Very Important
Somewhat Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Pinterest
Facebook
More than once a day
More than once a day
More than once a day
Less than once a day
More than once a day
Never
Less than once a day
Never
Less than once a day
Never
None of these
$50,001 - $100,000
NoYesYesYesNoNoYesNoYesYesYes
73
Human ResourcesGlobalCorporate/BrandBoth
74
Entertainment
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandBothTwo to three
Four to six
Four to six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
AgreeYes
research team
Communications
Marketing
Customer Insight
Commerce
Very Important
Very Important
Important
Very Important
Not Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
YouTubeLinkedIn
Blog/Tumblr
Instagram
Facebook
Less than once a day
More than once a day
More than once a day
Less than once a day
Less than once a month
Less than once a month
Less than once a week
More than once a day
Less than once a month
Less than once a month
None of these
$0 - $10,000
NoNoNoYesYesYesNoNoNoNo
I don't know
75
Digital - television
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Corporate/BrandB2COne member of staff
Two to three
More than six
We have a discrete social media team
Discrete Department
Digital media
Director
Head of Communications
VP digital
Strongly Agree
Strongly Agree
Strongly Agree
NeutralYes
Creating video content specifically for web distribution.
Marketing
Customer Service
Customer Insight
Somewhat Important
Very Important
Very Important
Very Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Insight
Twitter
Facebook
YouTubeLinkedInGoogle+Pinterest
Instagram
Facebook
More than once a day
More than once a day
More than once a day
NeverNeverNever
Less than once a week
Less than once a day
More than once a day
Never
None of these
$0 - $10,000
Yes
51% - 75%
YesYesYesYesYesNoNoYesYesNo
76
Foodservice
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2CFour to six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
DisagreeAgree
Strongly Agree
Yes
Rethinking of department staffing.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Somewhat Important
Very Important
Somewhat Important
Very Important
Not Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedInPinterest
Instagram
VineTwitter
More than once a day
Less than once a day
Less than once a week
Less than once a month
NeverNeverNever
Less than once a day
Never
Less than once a month
Orkut
Would not like to say
Yes
26% - 50%
YesNoYesYesYesNoNoYesNo
I don't know
77
Staffing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandBothOne member of staff
One member of staff
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Not Important
Very Important
Not Important
Very Important
Not Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
LinkedIn
Foursquare
Google+
Blog/Tumblr
PinterestLinkedIn
More than once a day
Less than once a day
Never
More than once a day
Less than once a week
Never
Less than once a week
Never
Less than once a week
Never
None of these
$0 - $10,000
NoNoNoYesYesNoNoNoNoYesYes
78
Consumer- Retail
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothOne member of staff
One member of staff
Two to three
Social is part of many roles and departments
Agree
Strongly Agree
Agree
Strongly Agree
Yes
Content formats
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Employee Engagement
Very Important
Important
Important
Very Important
Important
Very Important
Important
Very Important
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Twitter
Facebook
YouTubeLinkedInGoogle+PinterestYouTube
Less than once a day
More than once a day
More than once a day
More than once a day
Less than once a week
Never
Less than once a week
Never
Less than once a day
Never
None of these
$10,001 - $25,000
Yes
6% - 10%
NoNoYesYesYesNoNoNoNo
I don't know
79
Marketing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
B2BTwo to three
Two to three
Two to three
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Somewhat Important
Very Important
Somewhat Important
Somewhat Important
Somewhat Important
Very Important
Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Commerce
Facebook
YouTubeLinkedInGoogle+
Facebook
Less than once a day
Less than once a day
Less than once a day
Less than once a day
Less than once a day
Less than once a day
Less than once a month
Less than once a day
Less than once a day
Less than once a month
None of these
$0 - $10,000
Yes1% - 5%YesYesNoYesYesYesYesYesYesNo
80
Marketing and Advertising
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Agency/Service Provider
BothNo staff
Two to three
More than six
We have a discrete social media team
Communications
Manager
We do not have a social media team
Partners and senior management
Strongly Agree
Strongly Agree
Agree
Strongly Agree
No
Communications
Marketing
Customer Service
Not Important
Very Important
Important
Very Important
Somewhat Important
Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Product Development
Twitter
Facebook
YouTubeLinkedIn
Facebook
Less than once a week
Less than once a day
Less than once a week
More than once a day
Less than once a month
Never
Less than once a month
Less than once a month
Less than once a month
Never
None of these
$0 - $10,000
NoNoNoYesNoNoNoNoYesYesNo
81
Marketing digitalMéxico
Agency/Service Provider
BothMore than six
More than six
More than six
We have a discrete social media team
Marketing
Social Media
Director
Head of Marketing
Head of Digital Content & Social Media Operation
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Very Important
Important
Very Important
Not Important
Important
Very Important
Very Important
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Vine
Facebook
More than once a day
More than once a day
Less than once a month
Less than once a day
Less than once a day
Less than once a day
More than once a day
More than once a day
Less than once a day
Less than once a month
Badu
$10,001 - $25,000
Yes
6% - 10%
YesYesYesYesYesYesYesYesNoYes
82
Digital Marketing
USA/Canada - East Coast
South/Central America
Agency/Service Provider
B2B
83
Financial services
Mainland Europe
South/Central America
Corporate/BrandB2CTwo to three
Two to three
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
AgreeAgreeAgreeAgreeNo
Customer Insight
Reputation Preservation/Crisis Communications
Important
Important
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedInNone
Less than once a week
Less than once a week
Less than once a week
Less than once a week
NeverNeverNeverNeverNeverNever
None of these
Would not like to say
Yes
I would not like to say
NoNoYesNoNoNoNoNoNoNo
84
Social Media / Technology
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Agency/Service Provider
B2BMore than six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
85
Ski industry
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Corporate/BrandB2COne member of staff
One member of staff
One member of staff
Social is part of many roles and departments
AgreeDisagreeNeutralAgreeYes
We have to constantly integrate social into all ad campaigns and think up social specific campaigns. The fusion is overwhelming at times for a start up company where staff wear many hats.
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Important
Somewhat Important
Somewhat Important
Very Important
Not Important
Somewhat Important
Very Important
Important
Commerce
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a week
Less than once a week
Less than once a month
Less than once a month
Less than once a week
Less than once a day
Less than once a week
Less than once a month
None of these
$0 - $10,000
Yes1% - 5%YesYesYesNoNoYesNoNoYes
I don't know
86
Higher Education
United Kingdom
Corporate/BrandBothOne member of staff
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
It's become part of people's roles - an extra communication platform to add to the marketing mix.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Brand, student recruitment, networking,
Very Important
Very Important
Important
Very Important
Very Important
Very Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Brand, global reach, student recruitment (and staff recruitment) networking
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Instagram
Twitter
More than once a day
More than once a day
Less than once a day
Less than once a day
Less than once a day
Never
Less than once a month
More than once a day
NeverNever
VKontakte
YouKu Tudou
Sina Weibo
Would not like to say
I would not like to say
YesYesYesNoNoYesNoYesYesYes
87
Financial Services
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
GlobalCorporate/BrandB2CTwo to three
More than six
Two to three
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
NeutralNeutral
Strongly Agree
Yes
88
medical
USA/Canada - Central
Agency/Service Provider
BothNo staff
One member of staff
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
No
Communications
Marketing
Customer Service
Customer Insight
Employee Engagement
Somewhat Important
Somewhat Important
Very Important
Somewhat Important
Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+
Instagram
Facebook
More than once a day
More than once a day
Less than once a month
Less than once a month
NeverNever
Less than once a day
Less than once a month
NeverNever
None of these
$0 - $10,000
NoNoNoYesNoNoNoNoNoNoYes
89
Technology
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
Mexico
Agency/Service Provider
B2BTwo to three
Four to six
More than six
Social is part of many roles and departments
AgreeNeutralAgree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Employee Engagement
Commerce
Very Important
Somewhat Important
Somewhat Important
Important
Important
Important
Not Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
LinkedIn
Foursquare
Google+
Instagram
Facebook
Less than once a day
Less than once a day
Less than once a month
Less than once a week
Less than once a day
Less than once a month
Less than once a day
Less than once a day
Less than once a month
Never
None of these
$100,001 - $500,000
Yes
Over 100%
YesYesYesYesYesNoNoYesYesYes
90
B2B Market Research in healthcare and manufacturing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Agency/Service Provider
B2BNo staff
Four to six
More than six
Social is part of many roles and departments
Strongly Agree
Agree
Strongly Agree
AgreeYes
We created the title of Director of Emerging Technologies for the person who, among other responsibilities, looks after social media initiatives internally as well as for client projects.
Communications
Marketing
Customer Service
Customer Insight
Product Development
Not Important
Very Important
Important
Very Important
Not Important
Important
Not Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
TwitterLinkedInGoogle+LinkedIn
Less than once a week
Less than once a week
Less than once a week
More than once a day
NeverNever
Less than once a month
NeverNeverNever
None of these
$0 - $10,000
Yes
11% - 25%
NoNoYesYesNoNoNoNoNoYes
91
Telecom
Mainland Europe
Corporate/BrandB2CMore than six
More than six
More than six
Social is part of many roles and departments
AgreeAgreeAgreeAgreeYes
Social is part of our DNA
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Not Important
Important
Important
Very Important
Important
Very Important
Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Twitter
Facebook
YouTubeLinkedIn
Foursquare
Google+
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a week
Less than once a week
Less than once a week
Less than once a week
Less than once a day
Less than once a week
Less than once a week
Never
None of these
$25,001 - $50,000
Yes
I would not like to say
NoYesYesYesYesYesYesYesYesYes
92
Gaming and Liquor
Alberta, Canada
Corporate/BrandB2BTwo to three
Two to three
Four to six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Agree
Strongly Agree
Yes
Put in place SM policies for staff. Rewrote the rules on how SM posts are approved (less approvals, quicker response).
Communications
Customer Service
Not Important
Important
Not Important
Important
Somewhat Important
Very Important
Important
Somewhat Important
Communications
Marketing
Customer Service
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
Twitter
Less than once a day
Less than once a day
Less than once a day
NeverNeverNeverNeverNeverNeverNever
None of these
$0 - $10,000
NoNoNoYesYesNoNoNoNoNoNo
93
Digital Consultancy
United Kingdom
Agency/Service Provider
BothMore than six
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Not knowing the boundaries of SM activity for a client between departments and thus endangering consistency of message
Communications
Marketing
Reputation Preservation/Crisis Communications
Employee Engagement
Important
Important
Important
Very Important
Important
Important
Very Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Twitter
Facebook
LinkedIn
Foursquare
Google+
Blog/Tumblr
Twitter
More than once a day
More than once a day
Never
Less than once a month
Less than once a day
Less than once a month
Less than once a month
NeverNeverNeverBadu
Would not like to say
I would not like to say
NoYesYesYesYesNoNoNoNo
I don't know
94
Finance / Banking
United Kingdom
Corporate/BrandBothMore than six
More than six
More than six
We have a discrete social media team
Discrete Department
Group Digital
Executive
Board
Consumer Digital Director
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Not Important
Somewhat Important
Somewhat Important
Important
Somewhat Important
Very Important
Very Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Twitter
Facebook
YouTubeLinkedInTwitter
More than once a day
More than once a day
Less than once a month
Less than once a week
NeverNeverNeverNeverNeverNever
None of these
Would not like to say
Yes
I would not like to say
YesNoYesNoNoNoNoNoNoNo
95
digital marketing
South/Central America
Agency/Service Provider
BothTwo to three
More than six
Four to six
We have a discrete social media team
Discrete Department
ManagerCEO
Strongly Agree
Strongly Agree
Agree
Strongly Agree
Yes
higher relationship between programmers, designers, community managers and seo.
Communications
Marketing
Customer Insight
Reputation Preservation/Crisis Communications
Very Important
Very Important
Very Important
Marketing
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
PinterestLinkedIn
More than once a day
More than once a day
Less than once a month
Less than once a month
Less than once a day
Never
Less than once a month
Never
Less than once a week
Never
None of these
$0 - $10,000
Yes
11% - 25%
YesYesYesYesYesYesYesYesYesYes
96
travel
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Australasia
South/Central America
Corporate/BrandBothTwo to three
Two to three
Four to six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
Yes
Communications
Marketing
Customer Service
Customer Insight
Product Development
Commerce
Important
Very Important
Important
Very Important
Somewhat Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Product Development
Commerce
Twitter
Facebook
YouTubeLinkedInPinterest
Instagram
Facebook
Less than once a week
Less than once a day
Less than once a week
Less than once a month
Never
Less than once a month
Never
Less than once a day
Less than once a week
NeverBadu
$0 - $10,000
I would not like to say
YesYesYesNoNoNoNoNoYesYes
97
Manufacturing
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
Asia
Middle East/Africa
Australasia
South/Central America
Corporate/BrandB2BOne member of staff
More than six
More than six
Social is part of many roles and departments
Strongly Agree
Strongly Agree
Strongly Agree
Strongly Agree
No
Marketing
Brand Awareness
Important
Important
Important
Very Important
Somewhat Important
Very Important
Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Product Development
Employee Engagement
Commerce
Brand Awareness
Twitter
Facebook
YouTubeLinkedInNone
More than once a day
More than once a day
Less than once a day
Less than once a day
NeverNeverNeverNeverNeverNever
VKontakte
Sina Weibo
Would not like to say
I would not like to say
NoNoYesNoNoNoNoNoNo
I don't know
98
Travel
USA/Canada - East Coast
USA/Canada - West Coast
USA/Canada - Central
United Kingdom
Mainland Europe
IrelandCorporate/BrandBothOne member of staff
One member of staff
One member of staff
We have a discrete social media team
Marketing
Executive
Head of Marketing
Strongly Agree
AgreeDisagree
Strongly Agree
Yes
The hiring of a dedicated Digital Marketing Executive and incorporation of digital KPIs into everyday management.
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Very Important
Important
Somewhat Important
Very Important
Not Important
Very Important
Important
Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Commerce
Twitter
Facebook
YouTubeGoogle+
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a month
Never
Less than once a day
Never
Less than once a day
Less than once a week
Less than once a day
Never
None of these
$0 - $10,000
Yes1% - 5%YesYesYesNoNoNoNoNoYesYes
99
Insurance
USA/Canada - East Coast
Corporate/BrandB2CNo staff
Two to three
More than six
We have a discrete social media team
Marketing
Manager
Head of Marketing
Strongly Agree
DisagreeAgreeDisagreeYes
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Not Important
Important
Not Important
Very Important
Somewhat Important
Very Important
Somewhat Important
Very Important
Communications
Marketing
Customer Service
Customer Insight
Reputation Preservation/Crisis Communications
Employee Engagement
Twitter
Facebook
YouTubeLinkedInGoogle+
Blog/Tumblr
Pinterest
Instagram
Facebook
More than once a day
More than once a day
Less than once a month
Less than once a month
Less than once a week
Never
Less than once a week
Never
Less than once a week
Never
None of these
$50,001 - $100,000
NoYesNo
100
Retail
United Kingdom
Corporate/BrandB2C
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