The use of internal social media within organizations is significantly increasing as C-level executives are recognizing the power internal social media can bring to their bottom line. To better understand the value of social media in the workplace, APCO Worldwide and Gagen MacDonald recently surveyed 1,000 U.S. employees, and built a model that quantifies the factors that characterize effective programs and the impact those programs have on the bottom line.

1. Internal Social Media – A Business Driver
More than ever, companies are using Internal Social Media (ISM) to
communicate with employees. Is it working? Does it impact the bottom line?
To answer these questions, we surveyed adults in the U.S. who work at
companies with more than 500 employees, and built a proprietary model
that quantifies how best to shape ISM and its impact on core business drivers.
51% EXECUTIVE LEADERSHIP
ACCOUNTS FOR
Besides the Intranet,
THE MOST
of employees say their
COMPANY EMPLOYS 75% OF AN EMPLOYEE’S
PERCEPTION OF
USED TOOLS
blogs, wikis and
are
ISM TOOLS INTERNAL COMMUNICATION
Facebook-like sites
What Employees Really Want
Our ISM effectiveness model isolated 21 discrete attributes that characterize the best
programs, which in turn combine to form the three major factors that employees look for
when deciding whether their company has effective social media internally.
42% 37% 21%
QUALITY OF CONTENT ENGAGEMENT & DIALOGUE OPTIMIZATION
Social media content is accessible, Social media establishes open Social media is targeted to particular
easy to find, well-integrated, accurate, dialogue with employees, solicits users, makes use of trend-setting
reliable, shareable, visually appealing, feedback and criticism, invites platforms, has a committed group of
and valuable to an employee and the interaction, and has a visible, active ambassadors, and takes risks to try new
work that he or she does. senior leadership presence. ways to enhance the user experience.
The Impact of Effective ISM
58% would prefer to work at a
RETENTION AND company that uses ISM
RECRUITMENT 86% would refer others
for employment
COLLABORATION 61% feel it is
easier to collaborate
INNOVATION 60% are likely to feel their
company is innovative
39% more likely to recommend
REFERRALS their company’s products
and services
SUPPORT 60% more likely to give their
IN A CRISIS benefit of the
company the
doubt in a crisis
67% more likely to support
POLICY SUPPORT government policies
their company supports
EMPLOYEE STOCK 78% more likely to purchase
PURCHASE the company’s stock
APCO Worldwide and Gagen MacDonald have a long history of working with companies
and organizations to develop effective communication programs. We engage all key
stakeholders and leverage the power of employees through informing, motivating and
engaging them in support of their organizations to unleash business success.
© 2012, Gagen MacDonald and APCO Worldwide, All Rights Reserved