The Maturing of Social Media Into Social Business
Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business.
Overall, we found that investment in headcount and infrastructure have steadily grown, as companies reach “intermediate” stages of social business. Top findings include:
- Most organizations are “intermediate,” with only 17% self-described as “strategic” in the execution of their social strategies.
- 78% of companies have a dedicated social media team, at the division, corporate or both levels — only 22% of companies do not have a dedicated team.
- Companies are committing more headcount to social media across all sizes of organizations. The biggest jump is for companies with more than 100,000 employees, which now report an average of 49 full-time employees supporting social media, compared to 20 in 2010.
- 85% of companies have an organizational social media policy, yet only 18% of companies report that their employees’ knowledge of social media usage and the organizational policy is either good or very good.
This report includes analysis and insights with nearly 20 data charts to help you benchmark your own program, especially when it comes to executive alignment, number of staff, internal/external priorities, and measuring business outcomes.
We hope this report will also help you identify challenges and business opportunities, as you chart your course for 2014.