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

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

Uncovering Use Prevalence and Methods of Organizational Use

RELEASE DATE
30-May-2014
REGION
North America
Research Code: ND4A-01-00-00-00
SKU: IT00712-NA-CR_01964

$10,000.00

Special Price $7,500.00 save 25 %

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SKU
IT00712-NA-CR_01964

$10,000.00

$7,500.00 save 25 %

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Description

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 and Objectives

Methods

Executive Summary

Those Who Use Social Media for External Communications

Use of Social Media Technologies by Department

Use of Social Media Technologies by Industry

Social Media Tools Currently Used

Overview of Market Segments

Projected Changes in Use Levels and Resource Allocation and Adoption Levels of Social Media Tools

The High Involvement Segment—Strongest Believer in the Benefits of Social Media as a Communication Channel

Segments Not Associating Operational Benefits with Social Media Use

The Marketing Focused Segment—Least Concerned about the Legal and Operational Risks of Social Media

Top Potential Benefits of Social Media by External Social Networking Users

Top Social Media Sites Used

Top Social Media Sites Used Personally on a Professional Basis by Department

Top Social Media Sites Used Personally on a Professional Basis by Industry

Top Social Media Sites the Company Currently Uses by Department

Top Social Media Sites the Company Currently Uses by Industry

Overall Best Consumer Social Media Sites for Business

Mobile Devices Used to Access Social Networks

Mobile Devices Used to Access Social Networks by Department

Mobile Devices Used to Access Social Networks by Industry

Written Policies Related to the Use of Social Networking

Written Policies Related to the Use of Social Networking by Department

Written Policies Related to the Use of Social Networking by Industry

Organization’s Policies on Using Social Networking Sites by Industry

Allow Access to Social Networking Sites Without a Formal Policy by Industry

Initiation of Social Media Tools by Department

Initiation of Social Media Tools by Industry

Management of Social Networking

Management of Social Networking by Industry

Social Media Platforms for External Use by Industry

Customer-facing Social Media Strategy Implementation

Promotion of Social Networking Sites by Industry

Success of Client Relations in Social Networking Communities by Industry

Use of Social Media Engagement Tools

Use of Social Media Engagement Tools by Industry

Use of Social Media Measurement Platforms

Use of Social Media Measurement Platforms by Industry

Brand Tracking through Social Media by Industry

Top Social Media Measurement Platforms

Departments with the Greatest Involvement in Social Media

Top Departments with the Greatest Involvement by Industry

Expected Change in Social Media Use by Purpose

Expected Change in Social Media Use by Industry

Expected Change in Resources Devoted to Social Mediaby Purpose

Expected Change in Resources Devoted to Social Mediaby Industry

Country of Residence by Social Network Purpose

Country of Residence by Department

Country of Residence by Industry

Top Industries

Departments

Company's Number of Employees

Roles in the Company

Company's Revenues

Gender

Age Group

Education Level

Race/Ethnicity

Gross Salary in 2012

Legal Disclaimer

The Frost & Sullivan Story

Value Proposition: Future of Your Company & Career

Global Perspective

Industry Convergence

360º Research Perspective

Implementation Excellence

Our Blue Ocean Strategy

Related Research
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.
More Information
No Index No
Podcast No
Author Diana Herrera
Industries Information Technology
WIP Number ND4A-01-00-00-00
Is Prebook No