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Fed Ex Social Media Study Findings Report FINAL

Fed Ex Social Media Study Findings Report FINAL

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Published by Zohar Urian

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Published by: Zohar Urian on Nov 26, 2010
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11/26/2010

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The 2010 FedEx/Ketchum SocialMedia Benchmarking Study
 
A Note from FedEx and Ketchum
Dear Colleague,We are excited to present you with our findings and insights from the 2010 FedEx/KetchumSocial Media Benchmarking Study—a comprehensive exploration of how social mediaimpacts today’s communications landscape. This document reflects the input of leadersfrom over 60 top global organizations across most major industries.
 
Study participants answered the social media related questions keeping many of us up atnight: How do we leverage social media to drive internal culture, brand performance, andreputation management? What is the appropriate budget allocation to support socialmedia programming? How should we adapt internal structures to develop and roll outsocial media strategies? What is the best way to measure the ROI of social media spend?It is our sincere hope that you find the trends and best practices we uncovered as helpfulas we do, and that we will continue to build our collective strength in this newcommunications frontier together. Thanks to all those organizations who committed their time to this effort. This study would not have happened without your enthusiasticparticipation.Best,Bill Margaritis David B. Rockland, Ph.D.SVP, Global Communications Partner & Investor Relations Ketchum, Inc.FedEx Corporation
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TABLE OF CONTENTS
Study Background………………………………………………...……...Executive Summary…………………………………………………..….Defining Terms and Players…………………………………….………External Social Media Programming………………………………...Internal Social Media Programming………………………………...Operational Implications………………………………………………Measurement……………………………………………….………Budgeting…………………………………………………………...Team Evolution & Agency Support…………………………….Concluding Thoughts & Contact Details……………………….…..
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