Just because companies are using social media doesn’t mean they’re using it effectively, however. When asked to assess their progress on social media, the largest segment of respondents in the global survey, 29%, said they were “doing nothing,” while 27% said they were in the “first steps,” and 17% said they were in the “pilot phase.” By comparison, only 15% were “integrating social media” and a mere 12% had succeeded in integrating social media into an overall corporate strategy.
In the U.S., 26% of companies said they were “doing nothing,” 24% said they were in the “first steps,” and 23% said they were in the pilot phase. Only 17% said they were in the process of integrating social media, and just 11% said it was fully integrated.
In terms of purpose, 39% are using social media to help manage customer experience, 24% use it to manage customer conversations, 19% use it to manage content, and 16% use it for collaboration.
Via Gary Hayes