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2011 United States Corporate Use of Social Media
Frost & Sullivan, Dec 2011, Pages: 87
The Implication of Social Media at Different Corporate Levels and Environments
This study's research objective was to gauge the usage trends of social media within a business context in the U.S. companies. The data was collected in May 2011, using web-based survey. The sample consisted of 2,006 users of social media technologies. Social media has already solidified its position in the business environment. Nearly 80 percent personally use social media for professional purposes. Facebook dominates for professional use, by personnel at all levels within companies. Half of companies claim to be fairly or well along in their social media use and development. Overall, the future is expected to be bright for social media within U.S. organizations.
Overall Use of Social Media in United States Organizations
Social media has solidified its position in the business environment. Nearly 80 percent of users use social media for professional purposes. Managers are using social media more often than junior-level employees, which is surprising as new technologies and media channels are usually slower to be adopted by senior staff. Perhaps management has been made aware of the lower costs and higher efficiencies afforded by the use of social networking.
Facebook dominates, for both personal and professional use, by personnel at all levels within companies. However, for business purposes, large companies prefer to use their own social networks instead of Facebook–ostensibly because they have the resources to build and maintain their own network.
As such, there is a significant business opportunity for providers and developers of private enterprise social networks to create an appealing and affordable product for the middle and small business market.
Except for a few main players (Facebook, YouTube, Linkedin, Twitter, and MySpace), the market for business use of social media websites is highly fragmented. It is worth noting that among top players, only one—Linkedin—has a strictly professional profile.
More employees are accessing a mobile device at work, but mostly for personal reasons. However, the higher the role in the organization, the higher the use of a mobile device for work-related purposes. Thus, it is expected that as social media use becomes more entrenched as a business tool, work efficiency will likely increase with a mobile device combination.
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