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separating the biz from the buzz
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part i: ovvw
looking to the uture, “lead generation”is the toP business unction or which or-ganizations Most want to use social Media.
Organizations have shited priority. With theeconomic downturn, “lead generation” has movedto the top spot as the business unction organiza-tions are “most considering” or the uture. Thetwo currently most requently used unctions,branding and public relations, ollow behind. Thisis a highly signicant shit, and is reinorced byother ndings in this survey.
when coMPeting or custoMers,sMaller organizations use socialMedia More requently
The smaller the company, the more requently socialmedia is used to improve external communications. As we compare social media usage at smaller com-panies with 1 to 10 employees to organizations withover 1,000, there is a steady decrease in the percent-age o usage. Companies with 10 or ewer employ-ees are about 30% more likely to use social mediaor public relations, branding, and understandingcustomers than companies with over 1,000 employ-ees, and twice as likely to use it or lead generation.Where larger organizations have more resourcesto touch their customers, such as corporate ad-vertising, social media may not be as big a priority.However, with less money or outreach programs,smaller companies can make big inroads byocusing more on social media.
larger organizations use socialMedia More requently or internalcoMMunications.
Organizations with over 1,000 employees are twiceas likely to use social media or internal communi-cations as companies with 1 to 10 employees, androughly 18% more likely to use social media orcollaborative work. Larger organizations have morecomplex and geographically dispersed communica-tions challenges. In addition, they oten have moresophisticated IT support. They need the communi-cations services more, and they have the technicalsupport to take advantage o them.
“The smaller thecompany, themore requentlysocial mediais used toimprove externalcommunications.”
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