The Impact of Social Media on External Communications in the Corporate Environment

Uncovering Use Prevalence and Methods of Organizational Use

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The primary aim of this research service is to gauge the use trends of social networking within a business context, specifically related to external communications. The study analyzes how social media is used to drive external client relations, measures the prevalence of social media engagement tool use, evaluates social media engagement tools, and defines the factors utilized to determine social media success within the context of external communications. Overall, 90% of companies use social media for external communications, either in combination with internal use (51%) or for external use only (39%). For external social networking users, the top potential benefit of using social media within an organization is the ability to obtain low-cost exposure for the company.

Table of Contents

Research Background, Objectives, and MethodologyResearch Background and ObjectivesMethodsExecutive SummaryExecutive SummarySocial Media Technology UsedThose Who Use Social Media for External CommunicationsUse of Social Media Technologies by DepartmentUse of Social Media Technologies by IndustrySocial Media Tools Currently UsedSocial Media Segmentation by Beliefs and AttitudesOverview of Market SegmentsProjected Changes in Use Levels and Resource Allocation and Adoption Levels of Social Media ToolsThe High Involvement Segment—Strongest Believer in the Benefits of Social Media as a Communication ChannelSegments Not Associating Operational Benefits with Social Media UseThe Marketing Focused Segment—Least Concerned about the Legal and Operational Risks of Social MediaTop Potential Benefits of Social Media by External Social Networking UsersSocial Media UseTop Social Media Sites UsedTop Social Media Sites Used Personally on a Professional Basis by DepartmentTop Social Media Sites Used Personally on a Professional Basis by IndustryTop Social Media Sites the Company Currently Uses by DepartmentTop Social Media Sites the Company Currently Uses by IndustryOverall Best Consumer Social Media Sites for BusinessMobile Devices Used to Access Social NetworksMobile Devices Used to Access Social Networks by DepartmentMobile Devices Used to Access Social Networks by IndustryCompany Social Network PoliciesWritten Policies Related to the Use of Social NetworkingWritten Policies Related to the Use of Social Networking by DepartmentWritten Policies Related to the Use of Social Networking by IndustryOrganization’s Policies on Using Social Networking Sites by IndustryAllow Access to Social Networking Sites Without a Formal Policy by IndustryCompany Social Network StrategiesInitiation of Social Media Tools by DepartmentInitiation of Social Media Tools by IndustryManagement of Social NetworkingManagement of Social Networking by IndustrySocial Media Platforms for External Use by IndustryCustomer-facing Social Media Strategy ImplementationPromotion of Social Networking Sites by IndustrySuccess of Client Relations in Social Networking Communities by IndustrySocial Media Engagement ToolsUse of Social Media Engagement ToolsUse of Social Media Engagement Tools by IndustryMeasurement PlatformsUse of Social Media Measurement PlatformsUse of Social Media Measurement Platforms by IndustryBrand Tracking through Social Media by IndustryTop Social Media Measurement PlatformsInvolvement of Company Departments in Social MediaDepartments with the Greatest Involvement in Social MediaTop Departments with the Greatest Involvement by IndustryFuture IntentionsExpected Change in Social Media Use by PurposeExpected Change in Social Media Use by IndustryExpected Change in Resources Devoted to Social Mediaby PurposeExpected Change in Resources Devoted to Social Mediaby IndustryProfileCountry of Residence by Social Network PurposeCountry of Residence by DepartmentCountry of Residence by IndustryTop IndustriesDepartmentsCompany's Number of EmployeesRoles in the CompanyCompany's RevenuesGenderAge GroupEducation LevelRace/EthnicityGross Salary in 2012Legal DisclaimerThe Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition: Future of Your Company & CareerGlobal PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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