This is an 8-page sample taken from the 47-page State of Corporate Social Media briefing from Useful Social Media. To download a full copy, go to http://usfl.so/SCSMDownload

1. The State of
Corporate
Social Media
Written by
Nick Johnson
Founder, Useful Social Media
@gnjohnson
www.usefulsocialmedia.com
Join the community on:
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at www.usefulsocialmedia.com

2. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
Table of contents
Page
Forward 3
Methodology 4
What do corporate social media teams look like? 9
Who owns corporate social media? 16
What does your social media department do? 21
Budgets for corporate social media 26
Social Media Metrics and Measurement 29
Working with external service providers 40
2

3. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
Foreword
Since December 2009, Useful Social Media have been lucky enough to
witness first-hand the explosion in corporate social media adoption.
The growth of social media, and it’s consequent invasion of – initially, at least –
corporate marketing departments, has signalled a fundamental shift in how corporations
communicate with their stakeholders.
For so long, the relationship was one of loudspeaker to mute crowd. A company bought
TV advertising, billboards, and radio slots to declare how wonderful and worthy of money
their product or service was.
Consumers were expected to listen, not respond.
No longer.
The advent of social media has opened the lines of communication between producer and
consumer. Marketing is no longer a one-way street. Now everyone is talking to everyone
else. Producers to consumers. Consumers to producers. Consumers to consumers
(about producers).
And now things are starting to spread. The incubation chamber of social media is hatching
a real revolution in corporate-consumer relations. Companies and consumers are both
starting to ask:
Why stop at marketing?
Companies are realising social media can be leveraged for so much more than getting
marketing messages across. And equally, consumers are realising than simply listening/
responding to marketing messages is a missed opportunity, and does not leverage the full
power that social media has given them.
Customer service. Product development. Employee engagement. Crisis response.
Social is beginning to be incorporated into every aspect of business.
In this briefing we will look at the hard statistics that represent this revolution. We will look
at social media resourcing (financial and human), we will look at key social objectives and
goals, we’ll look at ROI and other metrics, key networks, and plans for the future.
If you work on social media for big brands – or make it your business to understand how
these big brands approach social – then this 50 page document contains key stats, facts,
analysis and trends that will ensure you take full advantage of this revolutionary shift in the
relationship between businesses and their consumers.
Read on,
Nick
Nick Johnson
Founder
Useful Social Media
3

4. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
[chart heading] What is the key focus of your role?
What
job
)tles
do
our
respondents
have?
[chart heading] What is the key focus of your role?
Social
13%
What
job
)tles
do
our
respondents
have?
What is the key focus of your role? Marke3ng
31%
Communi
Social
Communi
13%
21%
Marke3ng
Brand
31%
Communica3ons
Digital
Community
21%
Media
Brand
3%
9%
15%
Digital
Web
4%
Media
3%
None
of
t
9%
2%
15%
2%
Web
4%
None
of
the
above
2%
2%
The most popular job title in our survey respondents was, as last year, marketing/communications.
unsurprising – most companies tend to incorporate social media into marketing/communications te
lookingjob title popular job to look) our implementationmarketing/communications. marketing/
The most title in at survey respondents was, as last year,
The most popular (or being forced respondents was, as last year, within other departments. is
in our survey This
unsurprising – communications. This incorporate social – most companies tend to incorporate before
most companies tend to is unsurprising media into marketing/communications teams, social
media into marketing/communications teams, before looking (or being forced to look) at
looking (or being forced to look) atrespondents suggest other departments.
Interestingly, 13% of implementation within their role predominantly focuses on social – suggesting a
implementation within other departments.
the popularity of both social media-specific roles, and that of discrete social media departments.
Interestingly, 13% of respondents suggest their role predominantly focuses on social – suggesting a growth in
the popularity Interestingly, media-specific roles, and that of discrete social media departments. on social –
of both social 13% of respondents suggest their role predominantly focuses
[chart heading] Howin the popularity of
both social media-specific roles, and that of
suggesting a growth senior are you?
[chart heading] Howsocial media departments.
discrete senior are you?
How senior are you? Seniority
of
respondents
Seniority
of
respondents
C-­‐suite
(chief,
CEO,
CIO,
4%
4%
C-­‐suite
(chief,
CEO,
CCMO,
President)
IO,
9%
CMO,
President)
9%
Vice-­‐President
(VP,
VVice-­‐President
(VP,
Vice)
ice)
39%
39%
18%
18%
Director
(dir/head)
Director
(dir/head)
Manager
(mgr)
Manager
(mgr)
26%
26%
Execu3ve
(adm,
assistant,
4%
officer
Execu3ve
(adm,
assistant,
4%
officer
Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of our respondents
were of a Manager level.
Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of
Unsurprisingly, social media is still the domain of relatively junior staff. Over a quarter of our respo
our respondents were of a Manager level.
When compared with 2011, the first interesting shift becomes apparent. In 2011, only 33% of our respondents
were of a Manager level.
were Director-level, or more senior. However, this year that number has swelled to an impressive 49%. This
could back an assertion that companies2011, the first interesting shift becomesimportant toIn 2011, only
When compared with are beginning to treat social media as more apparent. their core
goals, and that 33% of our respondents climbing the corporate ladder.becomes However, In 2011, that
When compared with 2011,were first interestingor more senior. apparent. this year only 33% of our r
direct exposure to social is the Director-level, shift
were Director-level, or more senior. However, this year that number has swelled to an impressive
5
could back an assertion that companies are beginning to treat social media as more important to th
goals, and that direct exposure to social is climbing the corporate ladder.

5. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
number has swelled to an impressive 49%. This could back an assertion that companies
are beginning to treat social media as more important to their core goals, and that direct
exposure to social is climbing the corporate ladder.
[chart title] In what part of the world are you located?
In what part of the world are you located?
As is visible from the above, the respondents to this survey were truly global – though a
As is visible from the above, the respondents to this survey were truly global – though a majority come from
majority come from the USA and Canada.
the USA and Canada.
Whilst this reflects our own area ofarea of operations, assumed thatassumed that the media adoption
Whilst this reflects our own operations, it is often it is often the corporate social corporate
rate is more advanced than in Europe. Thisadvanced than in to lend credence to that argument – though
social media adoption rate is more chart would appear Europe. This chart would appear to
other subsequent graphs and charts will though to determine the viability of this statement.
lend credence to that argument – be used other subsequent graphs and charts will be used
to determine the viability of this statement.
[chart title] Do you work for a ‘corporate’ (client side) or for a service provider (agency-side)
[Moving forward – for all ‘general charts’ – those which weren’t produced in Word/Excel, like the one
next – can you just use the title on the chart itself as the [chart title], and remove the title text from
the chart image?
6

6. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
[CHAPTER] What do corporate social media teams look like?
What do corporate [chart heading] Howdo corporate social mediawork exclusively on social media at your company?
social media many members of staff teams look like?
[CHAPTER] What
[for these charts – made in excel and word – can you please reduce the size of the chart title to
teams look like? be[chart small What–do justified? Can you also–ensureexclusively on social media at your company?
very heading] How many members of staff work size consistency, and that we use the same
and left
[for these charts made in excel and wordteams look please reduce the size of the chart title to
[CHAPTER] corporate social media can you like?
order each time (ie CORPORATE as the biggest chart, and then four below in this order – USA
be very small and left justified? Can you also ensure size consistency, and that we use the same
and Europe on one line, and then B2Cstaff work exclusively on social media at sizedcompany?
[chart heading] How CORPORATE of and B2B on the next line – similar your to below]
order each time (ie many members as the biggest chart, and then four below in this order – USA
and these chartsone line, staff then B2C and B2Bsocial media at your company? chart title to
[for Europe on – made in excel and word – can you pleasenext line – similarthe
How many members of and work exclusively on on the reduce the size of sized to below]
be very small and left justified? Can you also ensure size consistency, and that we use the same
Results
from
corporate-­‐only
prac))oners
order each time (ie CORPORATE as the biggest chart, and then four below in this order – USA
and Europe on one line, and then B2C and B2B on the next line – similar sized to below]
Corporate only practitioners from
corporate-­‐only
prac))oners
Results
Results
from
corporate-­‐only
prac))oners
5%
9%
5%
Zero
9%
Zero
5%
One
9%
44%
18%
Zero
One
44%
Two
-­‐
Three
18%
One
Two
-­‐
Three
44%
Four
-­‐
Six
18%
Two
-­‐
Three
-­‐
Six
Four
24%
6+
Four
-­‐
Six
24%
6+
24%
6+
EUROPEAN Corporates Corporates
EUROPEAN
EUROPEAN
Corporates
EUROPEAN
Corporates
USA
Corporates
USA Corporates
USA
Corporates
8%
4%
8%
Zero
Zero
USA
Corporates
10%
4%
8%
5%
10%
4%
Zero
10%
Zero
One
5%
Zero
One
5%
Zero
One
One
17%
Two
-­‐
Three
40%
One
17%
17%
Two
-­‐
Three
18%
40%
40%
One
50%
50%
Two
-­‐
Three
18%
18%
21%
50%
Two
-­‐
Three
21%
21%
Four
-­‐-­‐
Six
27%
Two
-­‐
Three
-­‐
Three
Two
Four
-­‐
Six
Six
Four
27%
27%
Four
-­‐
Six
Four
-­‐
SFour
-­‐
Six
ix
6+
6+
6+
B2C
CCorporates
B2C
orporates
B2C
orporates
B2C Corporates
B2B
Corporates
B2B
Corporates
B2B
Corporates
B2B Corporates
11%
11%
2%
5%
5%
11%
Zero
2%
5%
2%
7%
Zero
Zero
Zero
7%
7%
Zero
17%
Zero
31%
One
17%
17%
One
31%
31%
One
One
One
One
22%
22%
22%
29%
Two
-­‐
Three
24%
52%
Two
-­‐
Three
Two
-­‐-­‐
Three
Two
Three
24%
52%
24%
52%
Two
-­‐
T
hree
Two
-­‐ Three
29%
29%
Four
-­‐
Six
Four
-­‐
Six
Four
-­‐-­‐
Six
Four
Six
Four
-­‐
S
Six
Four
-­‐ix
In comparison with our 2011 report, the average social media team has remained pretty much the same. A
In comparison with our 2011 report, the average social media team has remained pretty
typical team would beourabout one or two people working exclusively on social media.
of 2011 report, the average
In In comparisonsame. A 2011 report, the average social media team has remained pretty much the same. A A
comparison with our typical team would be ofsocial media or two people working exclusively same.
much the with about one team has remained pretty much the
typical teamwhen you break aboutone or two people workingfour or moreon social media. can begin to
typical team would be ofabout one or two people working exclusively on social media.
on social media.
However, would be of out the higher figures – ie team with exclusively practitioners, one
identify a trend. 17.5% of 2012 companies say they have four or more people working exclusively on social
However, when that figure was 22%. higher figures – ie team with four or more practitioners, one can begin toto
However, when you break out the higher figures – ie
media. In 2011,whenbreak out the the higher figures – ie with four or more more practitioners,
However, you you break out team team with four or practitioners, one can begin
identify a trend. 17.5% of 2012 companies say they have four or more people working exclusively on social
identify a can begin to identify a trend. 17.5% of 2012 four or more people working exclusively on social
oneIn 2011, 17.5% of 2012 companies say they have companies say they have four or more
trend.
media. that figure was 22%.
media. In 2011, that figure was 22%. social media. In 2011, that figure was 22%.
people working exclusively on
The initial reading of this would imply a lack of progress – indeed, a reversal – in social
adoption within business. However, there is an alternative view.
9

7. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
The ‘Hub and Spoke’ model of social media is often declared to be (see Solis) a more
advanced step on the social media journey. In this model, companies build up a small
team of social media practitioners (the hub), who influence, direct and assist individuals
within other departments around the business (spokes). The ‘spokes’ are there to execute
social media policy – which is often set by the hub.
Before this, companies tended to have a less strategic structure – building up a larger
group of practitioners in one department who are there to ‘do everything’.
We see the reduction in team size as a move towards a hub and spoke model – reducing
the number of people who work exclusively on social media to a core team of one or two,
and then giving social responsibilities to others within the organisation as part of their core
responsibilities.
Breaking down the data to investigate other trends
Once we break down this data to focus exclusively on the differences between European
and US corporations, it becomes apparent that differences exist. One can conclude that
US-based companies are more likely to have more people working exclusively on social
media than their European counterparts. Only 50% of Europeans have anyone working
full-time on social, while the figure is 60% for US companies.
This implies a continuation of last year’s trend of Europeans lagging behind US
corporations in social media adoption – though it’s worth pointing out that the gap seems
to have narrowed.
When you look at the split between B2C and B2B businesses, the difference is far more
obvious. While only 48% of B2B companies have anyone working on social media full-time,
a huge 69% of B2C companies do. As well as that, a full 40% of these B2C companies
have two or more people working on social, compared to 24% of B2B companies.
Recently, Useful Social Media produced an article highlighting the top 5 companies
working with social media today. Every featured company was drawn from the B2C world.
Perhaps this lack of staffing goes some way to explain the poor showing for B2Bs.
10

8. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
What key performance indicators do you use?
What
KPIs
do
you
use?
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
When one looks at the key performance indicators that brands use to track impact, it becomes clear why it
When one looks at the key performance indicators that brands use to track impact,
there is still such confusion overis stillmedia impact tracking.
becomes clear why there social such confusion over social media impact tracking.
First place goes to ‘web traffic’, which is frankly too simplistic atoo simplisticmany meaningful things about
First place goes to ‘web traffic’, which is frankly measure to say a measure to say many
social media impact and about social media impactan important worrying that itsocial media impact
meaningful things it is worrying that it retains such and it is place in corporate retains such an
assessment. place in corporate social media impact assessment.
important
An increase in followers of social accounts (second place) is a marginally more useful metric, but has its limits,
An increase in followers of social accounts (second place) is a marginally more useful
too. One could have 1,000,000 followers, but if all are either irrelevant to a brand’s product, or have no
metric, but has its limits, too. One could have 1,000,000 followers, but if all are either
engagement with said brand, there is little benefit.
irrelevant to a brand’s product, or have no engagement with said brand, there is little
benefit.
It is only when we get down to third place that we find a truly social metric – engagement. For engagement to
be languishing in third place after several years of corporate social media activity is deeply disturbing.
It is only when we get down to third place that we find a truly social metric – engagement.
After these three metrics, we get a significant drop off before we come to the next set of metrics - which are
For engagement to be languishing in third place after several years of corporate social
admittedly harder (but still eminently possible) to measure, but immeasurably more useful. Conversion to sales
media activity is deeply disturbing.
and conversion to leads. For corporate social media impact assessment to improve, the industry must see an
increase in the use of these more fitting metrics.
After these three metrics, we get a significant drop off before we come to the next set
of metrics - which are admittedly harder (but still eminently possible) to measure, but
immeasurably more useful. Conversion to sales and conversion to leads. For corporate
[chart title:] What are the most useful metrics for you?
social media impact assessment to improve, the industry must see an increase in the use
of these more fitting metrics.
37

9. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
What are the most useful metrics for you? Which
are
the
most
useful
metrics
for
you?
70%
Frequency
of
Response
60%
50%
40%
30%
20%
All
Corpora3ons
10%
US-­‐based
corpora3ons
0%
web
traffic
Ac3vity/Engagement
%
of
ac3ve
members
3me
spent
on
site
sharing
share
of
conversa3on
vs
Sen3ment
Sa3sfac3on
Revenue
(per
follower)
Klout
Increase
in
followers/fans
Conversion
to
sales
Conversion
to
leads
#
of
evangelists
Reach
Other
European
corpora3ons
B2C
Corpora3ons
B2B
Corpora3ons
Metric
Looking at those metrics that companies find most useful, the picture becomes more
Looking at those It turnsthat companies find most useful, being used leave a little to be desired –out
interesting. metrics out that while the metrics the picture becomes more interesting. It turns
that while the metrics being used leave asituation isdesired – practitioners are aware thatwhich are the
practitioners are aware that the little to be unsatisfactory, and understand the situation is
unsatisfactory, and understand which are the more biggest – and useful metrics. The biggest discrepancies
more relevant – and useful metrics. The relevant discrepancies between what is being
between what is being tracked and what should be tracked are:
tracked and what should be tracked are:
1) Activity/Engagement – from 14% to 38% - 24%
1. Activity/Engagement – from 14% to 38% - 24%
2) Conversion to sales – from 7% to 30% - 23%
2. Conversion to sales – from 7% to 30% - 22%
3) Conversion to leads – from 6% to 28% - 23%
4) Evangelists – from 2% to 21% - 19%
3. Conversionvs Inactive – from 6% to17% - 22%
5) Active to leads – 6% to 23% - 28%
You can see that the – from shift is towards far more representative social media metrics. Too often people
4. Evangelists biggest 2% to 21% - 19%
are relying on standard metrics ill-fitted to social media impact assessment.
5. Active vs Inactive – 6% to 23% - 17%
The most popular metrics people want to use moving forward are:
You can see that the biggest shift is towards far more representative social media
metrics. Activity
1) Too often people are relying on standard metrics ill-fitted to social media impact
assessment.
2) Increase in followers
3) Conversion to sales
The most popular metrics people want to use moving forward are:
4) Web traffic
5) Conversion to leads
1. Activity
The presence of increase in followers and web traffic show that there is still a little way to go – and perhaps
reflects Increaseconfidence in the alternatives – or the increasing oversight of a board who care more about
2. a lack of in followers
absolute numbers and metrics they understand.
3. Conversion to sales
4. Web traffic
5. Conversion to leads
The presence of increase in followers and web traffic show that there is still a little way
to go – and perhaps reflects a lack of confidence in the alternatives – or the increasing
38

10. The State of Corporate Social Media 2012
www.usefulsocialmedia.com
[chart title] Do you think newboard whoneedmore about absolute numbers and metrics they understand.
oversight of a metrics care to be developed to track social media impact?
Do you think new metrics need to be developed to track social media impact?
Corporates
only
Corporate only practitioners
21%
Yes
No
79%
Rather unsurprisingly, the response on this chart is rather emphatic. 79% of corporate
Rather
unsurprisingly,
the
response
on
this
chart
is
rather
metrics currentlyf
available are insufficient tothat
respondents feel that social media emphatic.
79%
o corporate
respondents
feel
track
social media impact.
social
media
metrics
currently
available
are
insufficient
to
track
social
media
impact.
39