The customer research study investigates the use of social media by individuals and organizations. Individuals use social media on a personal level more often than as a part of the organizations for which they work. Organizations, on the other hand, are increasing their usage as they begin to understand social media benefits, such as lower expenses, new customer service opportunities, and the ability to drive collaboration inside and outside the business community. Within the organizational environment, Facebook is still the social media giant, but the remaining social media providers’ market is highly competitive.
Research Background and Objectives
Research Background
Frost & Sullivan embarked on this study as a way to capture the perceptions and behaviors of social media users across a broad range of job functions, companies, and industries in the The United States.
A cross-section examination of the workplace was conducted to create a more accurate picture of social media usage. For example, only surveying those in marketing, corporate communications, or information technology would deliver a skewed result.
Research Objectives
The overall research objective is to gauge the usage trends of social networking within a business context. Specifically, as these objectives relate to external communications, the research attempts to:
•uncover how social media is used to drive external client relations
•measure the prevalence of social media engagement tool usage
•evaluate social media engagement tools
•define the factors utilized to determine social media success within the external communications’ context

Table Of Contents


Research Background, Objectives, Methods, and Demographics 4
Executive Summary and Implications 15
General Organizational Use of Social Media 18
Social Media Use for External Client Relations: Year-Over-Year Comparisons 25
Social Media Use for External Client Relations: Business Size Comparisons 35
Social Media Use for External Client Relations: Top Ten Industry Comparisons 43
The Frost and Sullivan Story 52

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