Commentary

Company Integration Hurdles With Social Media

According to a study by InSites Consulting, 38% of British & American companies are still in their infancy when integrating social media in their company. In the U.S. more than 1 senior marketer in 3 indicates that their company has either not engaged in, or has only just started, the integration of social media in their company. 47% are in an experiment stage and 14% indicate that social media is fully integrated in the company. In spite of the low social media integration, there is a high social network sites adoption.

advertisement

advertisement

The top barriers to integration of social media include 48% of marketers saying their company did not believe there were financial benefits, 42% felt that their products and services were not suited for social media, and 39% responding that their company lacked top management support.

14% of all respondents said their companies had completely integrated social media into their business processes. Meanwhile, 23% were working to integrate social media, 24% were in a pilot phase of social media, 26% were taking their first steps and 12% were doing nothing with social media.

U.S. Integration of Social Media In Organizations (% of Respondents; June 2011)

Activity

% of Respondents

Doing nothing with social Media

14%

Integrated in entire organization

16

1st small steps in using

23

Integrating in entire organization

27

Setting up/running pilot projects

20

Source: InSites Consulting, December 2011

Professor Steven Van Belleghem notes that 68% of the companies have a Facebook page, 56% a Twitter account and 47% a LinkedIn page. "... many companies have started social media in a tactical way... on a popular network, without it being part of a total strategy," he says.

Social Media in Which Company is Active (% of Companies)

 

Size of company (Employees)

Type of Company

 

 

Active Social Media

Under 500

500 and Over

B2C

B2B

Products

Services

Facebook

66%

72%

78%

60%

66%

70%

Twitter

54

60

57

57

48

58

LinkedIn

49

48

38

58

35

59

YouTube

39

47

44

42

52

34

Source: InSites, Social Media Integration Study, December 2011

Companies, having invested little up till today in the social media integration, see uncertainty concerning the financial return. This is the main inhibition so far, followed by a low fit with the product portfolio and a lack of support by the top management. However, this survey shows a positive correlation between the extent of social media integration and the company’s financial results.

Marketers, often having led the way in social media usage, must work with other teams and senior executives to bring about change within the company in order to integrate social throughout the organization.

Changes in Organization Culture/Values Due to Social Media Use (% of Respondents; June 2011; UK and U.S.)

Company Position

% Totally Agree

% Agree

% Neutral

Clear and well defined values

44%

26%

21%

Lives up to values

27

34

26

All employees know values

25

22

23

Culture and strategy equally important

24

35

25

Culture tangible in everything

22

29

33

Actively redefining values to adapt

21

26

31

No social media policies; uses general code of conduct

19

38

19

Social media high on priority list

18

28

28

Terminates employees with no fit to Co. culture

18

23

29

Culture values more important than skills when hiring

16

23

33

Company culture changing because of social media

16

22

28

Source: InSites Consultng, June 2011, Released December 2011

69% of US respondents said they agreed that employees were open towards new technologies and social media. Culturally, 57% of US marketers said their companies did not have a social media policy, but used a code of conduct.

Personal Change (% of Respondents; UK and U.S.)

Company Position

% Agree

Open to new technologies and social media

66%

Currently investing to facilitate use of social media

41

Top management very active on social media

40

Official social media use training programs

29

Thinks all employees should have social media training

26

Source: InSites, Social Media Integration Study, December 2011

Structurally, 69% of US respondents said that their company was trying to incorporate social media into existing marketing plans, and 64% said that the company had a dedicated person or team working on social media and it was very clear who managed social media projects.

Structural Change (% of Respondents; UK and U.S.)

Company Position

% Agree

Trying to integrate social media in existing marketing plans

67%

Using social media for better marketing results

58

Has dedicated person/team

57

Social media responsibility clearly understood

57

Working in cross-functional teams

55

Clear social media policy in place

38

Clear view on how to use social media

38

Source: InSites, Social Media Integration Study, December 2011

Finally, leads are the most prominent performance indicator among the overall respondents, says the report.

Most Valuable Performance Indicators for Social Media (% of Respondents; UK and U.S.)

Performance Indicator

% of Respondents

Leads generated

52%

Volume in online reach

46

Adoption by employees

34

Impact of online conversations

34

Influence indicators

28

Source: InSites, Social Media Integration Study, December 2011

For additional information from InSites, and more charts and slides, please visit here.

Next story loading loading..