July 9, 2012
According to recent research, companies in the United States are adopting social media as part of their business practices, but many are not fully integrating social throughout their marketing efforts. InSites Consulting released this research in June 2012 in partnership with SSI and translation agency “No Problem!” Together, they surveyed 1,222 senior managers from six countries, including the U.S.
The data shows 80 percent of companies have adopted Facebook, 48 percent LinkedIn, 45 percent Twitter, and 31 percent YouTube. However, only 11 percent claim they have a fully integrated social media strategy in place, against 26 percent that are “doing nothing with social media.” Integration means social media is incorporated into business processes, rather than just occasionally used. According to the data, in the case of an integrated company, 52 percent of all employees have access to social media, while 41 percent are empowered to discuss their work on social media and 44 percent are encouraged to communicate online with customers and consumers.
Depending on the type of company or sector, some variations are shown in the results. Business-to-business companies globally are far more active on LinkedIn than business-to-consumer (41 percent versus 25 percent).
Social media adoption is clearly a common trend among companies in the United States, but many are missing the mark when it comes to fully integrating these strategies. Integration enables marketers to stay connected with customers through social media and allows for better targeting and personalization.
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