The Effect of Social Media on Communications within the Corporate Environment
Of respondents, % use social media for external communications, in combination with internal uses (%) or exclusively (%). Just % use it for internal purposes alone.
Significantly more corporate workers who use social media for organizational purposes are part of the customer service or public relations departments, and the same is seen in the education vertical.
Consumer social networking sites are the most prevalent social media tools in the business environment. Overall, corporate workers are most aware of and most often use LinkedIn, followed by Facebook, then YouTube.
Almost half of the respondents are high-involvement users, meaning they are the most motivated to use social media and are equally aware of the resulting benefits and risks.
All the respondent groups see social media as benefiting corporate communications, but none rate its operational benefits as high.
Approximately out of corporate workers use a mobile device to access social networks.
Almost two-thirds of respondents report that their companies have written policies regarding the use of social networking.
Compared to other departments, corporate communications/marketing more often initiates the use of social media tools in organizations.
The primary aim of this research is to gauge the usage trends of social networking within a business context, specifically related to internal and external communications. It covers drivers for social media use, prevalence of social media engagement, and management tool usage. Overall, 90% of respondents use social media for external communications, either in combination with internal use (51%) or for external use only (39%). Only 10% uses it internally alone. Corporate workers are most aware of and most often use LinkedIn, followed by Facebook, then YouTube. Almost half of the respondents are the most motivated users to use social media and are equally aware of the resulting benefits and risks.
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