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Companies moving from social media to social business, study says

July 18, 2012

Corporations are changing how they look at and use social platforms within their organizations. Companies no longer just have Facebook, Twitter and YouTube accounts — they are actively using the platforms to strategically engage with their consumers and well as their employees, according to a FedEx and Ketchum social media trends and business study released on July 12.

In 2010, businesses were developing social media guidelines and discussing how their companies should or should not use different social sites to interact with external shareholders. Survey results showed, however, that today many of those companies have become more comfortable with social media and are now encouraging their employees and consumers to become their “brand ambassadors” in the social conversation.

From monitoring online feedback to listening and responding to customers (eight in 10 surveyed), corporations are turning social media benchmarks into social business outcomes.

The study also revealed:

  • 51 percent of companies feel they are effectively using social platforms to strengthen relationships with their clients.
  • 85 percent of organizations have seen employee participation in social business increase since 2011.
  • 64 percent of corporations’ communication, marketing and HR teams have redistributed social media responsibilities as a result of social business.

For the full FedEx and Ketchum social business benchmarking study click here. — Dan Benson


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