Friday, September 14, 2012

The State of Corporate Social Programs

Commitment to social business

Companies of all sizes are active on social channels and are at different stages in the development of more sophisticated social programs. Spredfast categorized the 154 companies into three distinct segments with similar levels of internal and external engagement: Activating, Expanding, and Proliferating.

First conclusion? A brand’s level of social engagement is more influenced by its commitment to social business than its size.

The report is full of data and nice insights. So take the time to read it, but here are the key trends across the industry:
  • Social media is no longer one person’s or one team’s job.
    On average, 29 people are participating in social programs across 11 business groups and 51 social accounts! No more one social champion or social media team that “owns” all social activity. The trend is to activate more people within several departments to have more targeted, relevant conversations. Did I say Conversation Company? 

  • Social is allowing companies to communicate directly with an “opted in” network. 
    Companies have an average social network size of 1.8 million people, potentially reaching 47 million impressions over one quarter. Pair the increasing pace of audience acquisition with a high level of activity, and brands are increasing the chances of being seen in coveted news feeds.

  • Publishing is heavier on Twitter, engagement is higher on Facebook.
    Companies publish nearly three times as often on Twitter compared Facebook, but Facebook yields 9x the engagement for each message published. But don’t jump to the conclusion. Some brands found the opposite! So dive into your company objectives, your industry and audience and decide which social network would perform the best for your company.
  • Corporate social programs are multi-channel, requiring employees to participate in multiple roles.
    It’s not about adopting one network. Companies are using at least 3 social networks and assign up several employees to have the the right people with the right and optimize the engagement in the best way.

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