It’s clear “everyone’s doing it” when it comes to marketers and social media –
but that doesn’t mean everyone understands why. Examples of social media successes and failures abound, but with
minimal standardization, it’s not easy to benchmark one company’s strategy against a competitor’s, or the industry at
FedEx and PR and marketing agency Ketchum have a new study on the matter. Surveying more than 60 brands such as AT&T, Cisco, Southwest Airlines, Chevron and GM, their research found marketers fall into three distinct buckets in terms of their social media efforts.