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Uncovering Usage Prevalence and Methods of Organizational Implementation

The primary aim of this research is to gauge the usage trends of social networking within a business context, specifically related to internal and external communications. It covers drivers for social media use, prevalence of social media engagement, and management tool usage. Overall, 90% of respondents use social media for external communications, either in combination with internal use (51%) or for external use only (39%). Only 10% uses it internally alone. Corporate workers are most aware of and most often use LinkedIn, followed by Facebook, then YouTube. Almost half of the respondents are the most motivated users to use social media and are equally aware of the resulting benefits and risks.

Research Background

Frost & Sullivan embarked on this study as a way to capture the perceptions and usages of social media users across a broad range of job functions, companies, and industries in the United States. A cross-sectional examination of the workplace was conducted to create a more accurate picture of social media usage.

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 internal and external communications, the research attempts to:
-Uncover how social media is used to drive external and internal employee, partner, and client relations
-Identify the drivers for social media use
-Measure the prevalence of social media engagement and management tool usage
-Define the factors used to determine social media success within the corporate environment

Table Of Contents

The Effect of Social Media on Communications within the Corporate Environment
1. RESEARCH BACKGROUND, OBJECTIVES, AND METHODOLOGY

Research Background, Objectives, and Methodology
Research Background and Objectives
Methods

2. EXECUTIVE SUMMARY

Executive Summary

3. SOCIAL MEDIA TECHNOLOGY USAGE: GENERAL TRENDS

Social Media Technology Usage: General Trends
Corporate Use of Social Media: External vs. Internal
Use of Social Media Technologies by Department
Use of Social Media Technologies by Industry
Types of Social Media Tools Used
Social Media Tools Used by Employees by Social Networking Purpose

4. SOCIAL MEDIA SEGMENTATION BY BELIEFS AND ATTITUDES

Social Media Segmentation by Beliefs and Attitudes
Overview of User Segmentation
Adoption of Social Media Tools and Projected Changes in Usage and Resource Allocation
Belief in the Benefits of Social Media as a Communications Channel
Operational Benefits of Social Media Usage
Legal and Operational Risks of Social Media
Top Potential Benefits of Social Media by Social Networking Purpose

5. SOCIAL MEDIA USAGE: KEY TRENDS

Social Media Usage: Key Trends
Top Social Media Sites Used
Corporate Use of Top Social Media Sitesby Social Network Purpose
Social Media Sites Used Personally on a Professional Basis by Department
Social Media Sites Used Personally on a Professional Basis by Industry
Social Media Sites the Company Uses by Department
Social Media Sites the Company Uses by Industry
Overall Best Consumer Social Media Sites for Business
Use of Mobile Devices to Access Social Networks
Use of Mobile Devices to Access Social Networks by Department
Use of Mobile Devices to Access Social Networks by Industry
Use of Mobile Devices to Access Social Networks by Social Networking Purpose
Description of Mobile Devices Use by Social Networking Purpose

6. SOCIAL MEDIA USAGE POLICIES

Social Media Usage Policies
Written Policies Related to the Use of Social Networking
Written Policies Related to the Use of Social Networkingby Social Network Purpose
Written Policies Related to the Use of Social Networking by Department
Written Policies Related to the Use of Social Networking by Industry
Policies on the Use of Social Networking Sites by Industry
Access to Social Networking Sites without a Formal Policy by Industry

7. COMPANY SOCIAL NETWORK STRATEGIES

Company Social Network Strategies
Initiation of Social Media Tools
Initiation of Social Media Tools by Industry
Management of Social Networking
Management of Social Networking by Industry

8. EXTERNAL USE OF SOCIAL MEDIA

External Use of Social Media
Social Media Platforms for External Use by Industry
Customerfacing Social Media Strategies
Formal, Written Policies on Social Media Usage Among External Social Media Users
Promotion on Social Networking Sites by Industry
Success of Client-elations Social Networking Communities by Industry

9. SOCIAL MEDIA ENGAGEMENT TOOLS

Social Media Engagement Tools
Use of Social Media Engagement Tools
Use of Social Media Engagement Tools by Industry

10. MEASUREMENT PLATFORMS

Measurement Platforms
Use of Social Media Measurement Platforms
Use of Social Media Measurement Platform by Industry
Tracking the Company's Brand through Social Media by Industry
Top Social Media Measurement Platforms

11. INTERNAL USE OF SOCIAL MEDIA

Internal Use of Social Media
Implementation of Internal Social Media Strategies
Formal Written Policies on Social Media Usage Among Internal Social Media Users
Measurement Platform Usage Among Internal Social Media Users
Motivators for Using Social Media Tools

12. INVOLVEMENT OF BUSINESS DEPARTMENTS IN SOCIAL MEDIA USE

Involvement of Business Departments in Social Media Use
Department of Greatest Involvement in Social Media
Department of Greatest Involvement by Industry
Department of Greatest Involvement by Social Networking

13. FUTURE INTENTIONS

Future Intentions
Overall Usage of Social Media Change by Social Network Purpose
Overall Usage of Social Media Change by Industry
Change in Resources Devoted to Social Media by Social Network Purpose
Change in Resources Devoted to Social Media by Industry

14. PROFILE

Profile
Country of Residence by Social Network Purpose
Country of Residence by Department
Country of Residence by Industry
Industry
Department
Company's Number of Employees
Company's Role
Company's Revenue
Gender
Age Group
Education
Race/Ethnicity
2012 Gross Salary
Legal Disclaimer

15. THE FROST and SULLIVAN STORY

The Frost and Sullivan Story
Value Proposition: Future of Your Company and Career
Global Perspective
Industry Convergence
360º Research Perspective
Implementation Excellenceellence
Our Blue Ocean Strategy

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