In the past 18 months, social media has evolved. Once just a way for individuals to
connect and share with one another, social media has developed into a promising
business tool. This transition, which has been fast and furious, has been closely
followed by SmartBrief Inc. through its publication SmartBrief on Social Media
since November 2008.
To date, the media have focused on getting started with social media, using it for
marketing and sharing bellwether stories. However, very little has been written
on how most businesses of all shapes and sizes are using and leveraging social
media today.
About the survey
SmartBrief and its research partner Summus, Limited decided to tackle these
questions and more through an online survey of SmartBrief readers across a variety
of industries. The survey was designed to benchmark and measure the state of
social-media usage among business people in June 2010. SmartBrief and Summus
will track the results of this benchmark on an annual or semi-annual basis,
focusing on the following questions:
1. Who is using social media for business?
2. What social-media tools and channels are being used?
3. What goals are being pursued?
4. What tactics are being deployed?
5. What obstacles are standing in the way of adoption?
6. Has social media delivered measurable results for companies?
7. How are companies staffing social media and allocating resources?
8. How do companies assess their own social-media strategies?
10,641 individuals began the survey and 6,494 completed the survey. This 59.9%
completion rate, which is high for a survey of this length and depth, indicates a
high level of interest in the topic. The data is very reliable, with a .012 standard
error at a 95% confidence interval and a standard deviation of 1.195.
About the respondents: SmartBrief’s readership is made up of over 3.5 million
subscribers from a large and diverse cross-section of industries. Individual
business people with all levels of experience and responsibility are represented
in the survey. The survey respondents primarily work at U.S. companies (92%) and
represent a full range of business sizes – from fewer than 10 employees to more than 50,000.
Article by The State of Social Media for Business: Select Themes, 2010 - SmartBrief and Summus, Limited
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