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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

Table Of Contents

The Impact of Social Media on External Communications in 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 USED

Social Media Technology Used
Those Who Use Social Media for External Communications
Use of Social Media Technologies by Department
Use of Social Media Technologies by Industry
Social Media Tools Currently Used

4. SOCIAL MEDIA SEGMENTATION BY BELIEFS AND ATTITUDES

Social Media Segmentation by Beliefs and Attitudes
Overview of Market Segments
Projected Changes in Use Levels and Resource Allocation and Adoption Levels of Social Media Tools
The High Involvement Segment—Strongest Believer in the Benefits of Social Media as a Communication Channel
Segments Not Associating Operational Benefits with Social Media Use
The Marketing Focused Segment—Least Concerned about the Legal and Operational Risks of Social Media
Top Potential Benefits of Social Media by External Social Networking Users

5. SOCIAL MEDIA USE

Social Media Use
Top Social Media Sites Used
Top Social Media Sites Used Personally on a Professional Basis by Department
Top Social Media Sites Used Personally on a Professional Basis by Industry
Top Social Media Sites the Company Currently Uses by Department
Top Social Media Sites the Company Currently Uses by Industry
Overall Best Consumer Social Media Sites for Business
Mobile Devices Used to Access Social Networks
Mobile Devices Used to Access Social Networks by Department
Mobile Devices Used to Access Social Networks by Industry

6. COMPANY SOCIAL NETWORK POLICIES

Company Social Network Policies
Written Policies Related to the Use of Social Networking
Written Policies Related to the Use of Social Networking by Department
Written Policies Related to the Use of Social Networking by Industry
Organization's Policies on Using Social Networking Sites by Industry
Allow 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 by Department
Initiation of Social Media Tools by Industry
Management of Social Networking
Management of Social Networking by Industry
Social Media Platforms for External Use by Industry
Customer-facing Social Media Strategy Implementation
Promotion of Social Networking Sites by Industry
Success of Client Relations in Social Networking Communities by Industry

8. SOCIAL MEDIA ENGAGEMENT TOOLS

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

9. MEASUREMENT PLATFORMS

Measurement Platforms
Use of Social Media Measurement Platforms
Use of Social Media Measurement Platforms by Industry
Brand Tracking through Social Media by Industry
Top Social Media Measurement Platforms

10. INVOLVEMENT OF COMPANY DEPARTMENTS IN SOCIAL MEDIA

Involvement of Company Departments in Social Media
Departments with the Greatest Involvement in Social Media
Top Departments with the Greatest Involvement by Industry

11. FUTURE INTENTIONS

Future Intentions
Expected Change in Social Media Use by Purpose
Expected Change in Social Media Use by Industry
Expected Change in Resources Devoted to Social Mediaby Purpose
Expected Change in Resources Devoted to Social Mediaby Industry

12. PROFILE

Profile
Country of Residence by Social Network Purpose
Country of Residence by Department
Country of Residence by Industry
Top Industries
Departments
Company's Number of Employees
Roles in the Company
Company's Revenues
Gender
Age Group
Education Level
Race/Ethnicity
Gross Salary in 2012
Legal Disclaimer

13. 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 Excellence
Our Blue Ocean Strategy

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