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The Effect of Social Media on Communications within the Corporate Environment

  • May 2014
  • 99 pages
  • Frost & Sullivan
Report ID: 2153839

Summary

Table of Contents

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

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