New Study Attempts to Benchmark Social Media Success

Recently, Ketchum, an international public relations agency, released a study in conjunction with FedEx to help benchmark best practices in social media. The study, which is called, “Leading Brands and the Modern Social Media Landscape,” highlights several key findings that can help organizations benchmark their social media efforts to get a better idea of the success of their efforts.

The key findings include:

• 50% of organizations plan to redesign their intranets in the next one to two years to include greater social media capabilities
• While many organizations take part in social media only 10% are considered to be “leaders” in the social media space, while 75% are considered to be merely participants
• Social media leaders are organizations that: ingrain social media in every aspect of their communication, identify and integrate new social media tools on an ongoing basis, employ in-house teams of three or more social media specialists, while participants: ingrain social media in some aspects of communication and hire one specialist or expand responsibilities of communicators to include social media competence
• 100% of the organizations surveyed reported some degree of social media engagement regardless of their industry
• The majority of companies recognized that social media is distinct from traditional channels in its interactivity, transparency and embrace of informality
• Participants repeatedly stressed the necessity for transparency and authenticity in every social media program, no matter its simplicity or sophistication

Posted by Amberlie Denny at November 29, 2010 8:00 AM

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