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There is a newer version of this report available: State of Social Report 2011

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Econsultancy's Social Media and Online PR Report, produced in association with bigmouthmedia, is the most comprehensive study of its kind around the strategies, tactics and websites companies are using to harness social media for marketing, sales, customer service and other business objectives.

The research is useful for those who want to get an overview of what businesses are doing with social media and enables companies to benchmark themselves in terms of budgets, resourcing, metrics and barriers to success ... plus much more.

The 82-page report, also available in summary as a PowerPoint presentation, is based on a survey of more than 800 companies and agencies carried out in August and September 2010. Respondents include client-side digital marketers and communications professionals, as well as digital and PR agencies.

The report, which follows a similar study in 2009, contains year-on-year trend data. 

The findings are divided into the following sections:

  • Social media activity
  • Tactics and strategies
  • Websites used for social media (including how Twitter and Facebook are used)
  • Resourcing
  • Technology
  • Budgets, effectiveness and measurement
  • Integration of social media into business
  • Barriers and challenges

Report highlights include:

  • Some 40% of companies say they have “experimented with social media but have not done much”, while just over a third say they have done an “average amount”.
  • Around a quarter of company respondents (26%) said their most senior managers were “very interested indeed” in social media, compared to 19% who said there was “very little interest”. 
  • Social network profile creation and management is still the most widely used social media tactic, although the proportion of companies who do this has decreased from 65% last year to 56% this year. 
  • Direct traffic (72%) is still regarded as the most important metric for assessing social media activity. Almost three-quarters of respondents say this is one of the three most important metrics they use. 
  • 45% of responding companies don’t have any policies or guidelines for the use of social media. 

Table of contents

  1. Executive Summary and highlights
  2. Introduction by bigmouthmedia (survey sponsor)
  3. About Econsultancy
  4. About bigmouthmedia
  5. Methodology and Sample
    1. Methodology
    2. Respondent profiles
      1. Geography
      2. Annual company turnover
      3. Business sector
      4. Business focus (B2B or B2C)
      5. Type of agency
  6. Findings
    1. Social media activity
      1. Extent of social media activity
      2. Senior management interest in social media
      3. Proportion of PR activity which is online
    2. Tactics and strategies
      1. Online PR tactics employed
      2. Social media tactics employed
      3. Business capabilities across social media and online PR activities
      4. Policies and guidelines for social media
    3. Websites used for social media
      1. Websites used as part of social media strategy
      2. Use of Facebook
      3. Use of Twitter
    4. Resourcing
      1. Number of people dedicated to social media activity
      2. Agencies involved in social media and online PR activity
      3. Satisfaction with agency knowledge
    5. Technology
      1. Use of online reputation and buzz monitoring technologies
      2. Experiences of using paid-for buzz-monitoring solutions
    6. Budgets, effectiveness and measurement
      1. Social media spend
      2. ROI of social media spend
      3. Change in social media spending since last year
      4. Expected change in social media spending over next year
      5. Value gained from social media investment
      6. Measuring value from social media investment
      7. Metrics for assessing social media success
    7. Integration of social media into business
      1. Integrating social media activity with business functions
      2. Integrating social media with different channels
      3. Sharing insights and comments from social media
    8. Barriers and challenges
      1. Barriers to effective social media engagement
      2. Problems and challenges relating to social media
      3. Social media evolution over the next 12 months
      4. Running social media campaigns in multiple countries
      5. Challenges associated with running campaigns in multiple countries
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.

Downloads

  • Pdf SAMPLE: Social Media and Online PR Report 2010 (815 KB PDF)
  • Pdf Disabled Social Media and Online PR Report 2010 (2.86 MB PDF)
  • Powerpoint Disabled Presentation: Social Media and Online PR Report 2010 (8.67 MB Microsoft PowerPoint)
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