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There is a newer version of this report available: State of Social Report 2011
Econsultancy's Social Media and Online PR Report, produced in association with bigmouthmedia, is the most comprehensive study of its kind around how companies are using online PR tactics and social media sites such as Twitter for marketing and customer service.
The research is useful for those who want to get an overview of what businesses are doing about social media and enables companies to benchmark themselves in terms of budgets, resourcing, metrics and barriers to success ... plus much more.
The 68-page report, also available in summary as a PowerPoint presentation, is based on a survey of more than 1,100 companies carried out in September 2009. Respondents include client-side digital marketers and communications professionals, as well as digital and PR agencies.The report findings are divided into the following sections:
- Level of social media activity
- Tactics and strategies
- Budgets, effectiveness and measurement
- Use of Twitter
- Barriers to success
Report highlights include:
- Almost two-thirds (64%) of companies say they have experimented with social media but have not done much.
- Micro-blogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents.
- Just under half of companies (46%) are not yet using reputation or buzz monitoring tools to understand what is being said about their brand.
- Nearly a third of respondents (31%) are not spending any of their budget on social media.
- There is a mixed view of the benefits of Twitter, with almost a third of respondents (31%) saying that there are tremendous opportunities available.
- The biggest barrier to better social media engagement for companies surveyed is the lack of resources (54%).
Download a copy of the report to learn more.
A free sample is available for those who want more detail about what is in the report.
- SAMPLE: Social Media and Online PR Report (688 KB PDF)
- Social Media and Online PR Report (2 MB PDF)
- Social Media and Online PR Presentation 2009 (3.09 MB Microsoft PowerPoint)