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The Impact of Social Media on External Communications in the Corporate Environment

  • May 2014
  • 84 pages
  • Frost & Sullivan
Report ID: 2154563

Summary

Table of Contents

Uncovering Use Prevalence and Methods of Organizational Use

The primary aim of this research service is to gauge the use trends of social networking within a business context, specifically related to external communications. The study analyzes how social media is used to drive external client relations, measures the prevalence of social media engagement tool use, evaluates social media engagement tools, and defines the factors utilized to determine social media success within the context of external communications. Overall, 90% of companies use social media for external communications, either in combination with internal use (51%) or for external use only (39%). For external social networking users, the top potential benefit of using social media within an organization is the ability to obtain low-cost exposure for the company.

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 United States.
A cross-section examination of the workplace was conducted to create a more accurate picture of social media use. For example, only surveying those in marketing, corporate communications, or information technology (IT) would deliver a skewed result.

Research Objectives

The overall research objective is to gauge the use trends of social networking within a business context. Specifically, as these objectives relate to external communications, the research attempts to do the following:
-Uncover how social media is used to drive external client relations
-Measure the prevalence of social media engagement tool use
-Evaluate social media engagement tools
-Define the factors utilized to determine social media success within the context of external communications

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