Social Media Online PR Study Econsutlancy 2009

How journalists work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How journalists work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object]

Extent of social media activity ,[object Object],[object Object],[object Object]

Social media activity: breakdown by turnover

Social media activity: breakdown by sector

Major benefits of social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Clear pattern of priorities: “softer” brand-building factors more widely seen as “major benefits” of social media activity than harder financial advantages such as increased profitability

Attitude to social media ,[object Object],[object Object],[object Object],[object Object],Overwhelming personal enthusiasm for social media, but many organisations do not share the same positive outlook Personal attitude Organisation's attitude

Organizational view of social media by turnover ,[object Object],[object Object]

Online PR tactics employed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social media tactics employed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Do you have resources dedicated to your social media activity?

Time taken up by social media ,[object Object],[object Object],[object Object],Is social media activity taking up more time internally than it was a year ago?

Satisfaction with agency knowledge ,[object Object],[object Object],[object Object],[object Object],[object Object]

Use of buzz monitoring technologies ,[object Object],[object Object],[object Object],[object Object],Do you use an online reputation or buzz monitoring technology to analyse what is being said about your brand?

Budgets, effectiveness and measurement

Budgets ,[object Object],[object Object],[object Object],[object Object],[object Object]

Value gained from social media ,[object Object],[object Object],[object Object],[object Object],25% of companies have gained real, tangible value from social media. 60% have gained some benefit, but nothing concrete.

Value by involvement in social media ,[object Object],[object Object]

Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organizational attitude to Twitter ,[object Object],[object Object],[object Object],[object Object]

How does your organization use Twitter?

Types of Twitter account ,[object Object],[object Object],[object Object],[object Object],Companies are experimenting with different approaches to optimise overall engagement with the brand.

Reacting to Tweets ,[object Object],[object Object],[object Object],[object Object],What are you doing? $*@!*&!

Employees posting on Twitter ,[object Object],[object Object],[object Object],[object Object],How many people within your organisation are allowed to post something on Twitter relating to your business? Productivity

Reasons for not investing in social media

Barriers to effective social media engagement

Problems and challenges Social media done badly is worse than social media not done at all. We have decided to stay laggards because without the resources to dedicate to maintaining and updating content, it is a recipe for failure. Effective social media marketing requires buy-in from across the organisation with everybody contributing. We are still on a learning curve, but the biggest barrier is having a small team and a lack of time and resource to explore the potential benefits of this activity. “ “ “ ” ” ”

Summary ,[object Object],[object Object],[object Object]

Questions? All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2009. ,[object Object],[object Object],Rebecca Lieb, VP, US Operations rebecca@econsultancy.com @lieblink Website: http://econsultancy.com Twitter: @Econsultancy

Social Media Online PR Study Econsutlancy 2009

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Social Media Online PR Study Econsutlancy 2009