The document discusses the maturation of social media within companies, noting that 78% have formed dedicated social media teams, which has grown significantly over recent years. Despite these advancements, only 17% of companies consider their social strategy mature, and many still lack a cohesive, cross-enterprise approach. The report emphasizes the need for a strong foundation in social business to align efforts with business objectives for better outcomes.

1. THE STATE OF SOCIAL BUSINESS:
Social Media Matures, Yet Many Companies
Still Lack a Strategic Foundation
COMPANIES ARE ORGANIZING AND FORMALIZING
SOCIAL MEDIA INTO SOCIAL BUSINESS.
78%
This team has
grown, from
11
of companies
have a dedicated
social media team,
up from 67%
two years ago.
people in 2010 to
15.6
people in
2013
IT’S SPREADING ACROSS THE ENTIRE ENTERPRISE.
In which of these departments are there
dedicated social media staff?
There are dedicated
social media staff in
at least
73%
66%
40%
37%
35%
29%
16%
16%
15%
14%
11%
9%
8%
Marketing
Corporate Comm/PR
Customer Support
Digital
Social Media
HR
Product Department/R&D
Advertising
Customer/User Experience
IT
Executive
Legal
Market Research
13
departments.
And, social media headcount across the
enterprise has more than doubled at the
largest companies, ...
from
to
20
49
staff
in 2010
staff
in 2012
COMPANIES ARE TYING SOCIAL BUSINESS
TO POSITIVE BUSINESS OUTCOMES.
About
We have formalized metrics that show
positive outcomes in:
1/2
60
of companies say
social business has
improved marketing
optimization, customer
experience, and brand
health. Nearly
50
53%
45%
Marketing Optimization
45%
Customer Experience
40
30
20
24%
Brand Health
Revenue Generation
10
1 4
0
in
have seen increase
in revenue.
BUT COMPANIES HAVE A LONG WAY TO GO:
MANY SOCIAL BUSINESS PROGRAMS LACK A
STRONG FOUNDATION.
Only 17 % of companies
identify their social
strategy as mature.
Only 26% of companies
approach social media
holistically, operating
against a cross-enterprise
level strategy.
Only 52 % of companies
say that executives are
aligned with the social
strategy.
UNDER
CONSTRUCTION
To Succeed, Build a Foundation
for Social Business
Benchmark your program with Altimeter’s
State of Social Business 2013 report.
Document existing challenges and opportunities
to address in 2014.
Align all social business efforts with business
objectives and priorities.
Based on Altimeter Group’s report:
“The State of Social Business 2013”
Download the report at:
http://bit.ly/ssb-2013