Following on from the their recent e-book The Seven Success Factors of Social Business Strategy the Altimeter Group have just published the findings of their latest survey into the use of social media within businesses. The report shows how far organisations have come in making the most of these new opportunities and, perhaps more importantly, just how far many still have to go.
Some of the report’s key findings include;
- Only 17% of organisations could be described as “truly strategic” in their execution of social strategies, most are “intermediate”.
- This lack of clear leadership, organisation, and strategy means that many organisations suffer from some form of “social anarchy,” with siloed, uncoordinated social efforts.
- Whilst most dedicated social media teams continue to report to Marketing (40%) or Corporate Communications/PR (26%), now as many as 13 different departments around the organisation have staff dedicated to work on social initiatives.
- Companies are increasing headcount for social media across all sizes of companies. The biggest jump is for companies with more than 100,000 employees, which now report an average of 49 full-time employees (FTEs) supporting social media in the organization, compared to 20 in 2010.
- Top priorities for social include scaling for engagement, integrating data, and training/ education around social.
- Measuring the impact of social is maturing, with over half of organizations able to track the impact of social on marketing efforts.
- Lack of employee training around social media policies remains a significant risk area — only 18% of companies said that their employees have a good or very good understanding of their social media policies.