Social media and the communication profession eacd en univ of st. gallen
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Social media and the communication profession eacd en univ of st. gallen

on

  • 1,908 views

Social media and the communication profession eacd en univ of st. gallen...

Social media and the communication profession eacd en univ of st. gallen

Source: http://www.eacd-online.eu/_files/news/eacd_1296806141_4d4bb0fd63614.pdf

via:

http://www.molblog.nl/bericht/onderzoek-social-mediagebruik-onder-communicatieprofessionals/

Statistics

Views

Total Views
1,908
Views on SlideShare
1,717
Embed Views
191

Actions

Likes
1
Downloads
19
Comments
0

3 Embeds 191

http://www.marketingfacts.nl 184
http://fredericw.com 5
http://paper.li 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Social media and the communication profession eacd en univ of st. gallen Presentation Transcript

  • 1. Social Media and the Communication Profession A survey by the European Association of Communication Directors (EACD) and theInstitute of Media and Communications Management at the University of St. Gallen, as of January 31st, 2011
  • 2. EACDSurvey Results Page 2 Are Europes Communicators ready for Social Media? With the increasing popularity of Social Media such as Facebook, Twitter, Youtube, LinkedIn and the like, the communication profession is facing new and exciting opportunities to communicate – as well as new challenges that have to be met. 1383 professionals from 30 different European countries participated in a joint survey of the European Association of Communication Directors and the University of St. Gallen that looked into the way Social Media affect and change the way communication professionals conduct their daily work and how they react to and cope with it. The results presented on the following pages show the main challenges in the field and develop approaches to help and support practitioners throughout Europe in their effective use of Social Media.
  • 3. EACDSurvey Results Page 3 1 Executive Summary How Europe‘s Professional Communicators perceive the Advent of Social Media
  • 4. EACDSurvey Results Page 4 Social Media are an issue for the communications profession. Almost all communicators have had at least some experience in working with Social Media applications and platforms. Social Media are increasingly involved in every task of the profession - be it agenda setting, media monitoring or building strong relationships with stakeholders. A quarter of practitioners is very versed and exceptionally engaged in the Social Media. Those "Social Media Enthusiasts" hardly take a step that is not in one way or another being retraced in the Social Web. Many practitioners find Social Media useful and increasingly relevant to their jobs. But still it is often superiors who actively encourage and drive the use of Social Media in the workplace, thus creating a certain pressure to engage in the Social Web.
  • 5. EACDSurvey Results Page 5 Social Media are perceived with skepticism mainly by those who are not actively engaging in them. Practitioners who have taken the leap and actively engage in the Social Web are not only more confident and less afraid of the new applications and platforms, they are generally more satisfied with their jobs. Despite their widespread usage, Social Media are only just gaining ground in the communications profession. Most organizations have neither crisis nor contingency plans in place. Also, more than half of all professionals still display signs of overload and stress when dealing with Social Media. Many practitioners feel overloaded and stressed by adding Social Media to their work profile. Actually developing a sense of enjoyment working with Social Media applications and platforms seems to be the best coping strategy for this. Social Media in European communications units are in a trial-phase and many organizations are still experimenting. Thats why now is a good time to take the leap and actively engage in the Social Web.
  • 6. EACDSurvey Results Page 6 2 Ten Facts about Social Media How the profession is changing through Social Media and what to do about it
  • 7. EACDSurvey Results Page 7 Social Media have become an essential success factor within the European marketing and communications landscape
  • 8. EACDSurvey Results Page 8 Social Media have altered processes of information retrieval and diffusion in the communications field for good and they are here to stay. Consider that a staggering 97.4 % of communications professionals have at least tried using Social Media in their work place. Only 2.6% of participants claim not to use Social Media at all during their work time. And even so, 84% of non-users employ Social Media applications in the private context. The most popular Social Media instruments are Social Network Sites such as Facebook and Content Networks such as Youtube. Microblogging Services such as Twitter belong to the frontrunners, too. Apart from the frontrunners, there are also less intensely used Social Media applications, especially the potential of location based services and review sites for the communication profession has still to be explored.
  • 9. EACDSurvey Results Social Media at Work: Page 9 Facebook, Youtube and Twitter are the Frontrunners
  • 10. EACDSurvey Results Page 10 Every step they take… Social Media have become part of virtually every task in communications
  • 11. EACDSurvey Results Page 11 From media monitoring to agenda setting and lobbying, virtually every task associated with communications can be carried out with the aid of Social Media. A majority of users maintain an active presence in the Social Media, be it in the form of an own Blog or a Twitter account or by actively engaging in and contributing to the conversation with audiences via Facebook or YouTube.
  • 12. EACDSurvey Results Page 12 Usage of Social Media in Marketing and Communications
  • 13. EACDSurvey Results Page 13
  • 14. EACDSurvey Results Page 14 Social Media Enthusiasts A new type of professional typology is emerging among Europe’s communicators
  • 15. EACDSurvey Results Page 15 Social Media Enthusiasts not only use more applications than any other user group, they also employ them more intensely and more frequently in their jobs. 25% of all communications practitioners belong to this category. Even though Social Media Enthusiasts are on average rather young, they are likely to hold higher ranking positions in the field – 40% of them work as Chief Communications Officers. Most Social Media Enthusiasts work in either privately held companies or NGOs.
  • 16. EACDSurvey Results Social Media Enthusiasts Page 16 Age (average in years) 39.2 female 48% Profile male 52% Job experience (average in years) 11.5 Publicly traded company 24% Privately held company 30% Organization Government-owned/ Political organisation 17% Non profit organisation/ Association 29% Chief Communication Officer 40% Head of Sub-Unit 22% Position Senior Team Member 31% Junior Team Member 5% Others 2%
  • 17. EACDSurvey Results Page 17 What about the Rest? Not all communication professionals are as versed and involved in the new information environment as are the Social Media Enthusiasts. Among the remaining 75% of participants, there are three more usage patterns
  • 18. EACDSurvey Results Page 18 The Selective Users (27.6%) make moderate use of Social Media. Their use is limited to few selected applications, namely Social Networks, Content Networks and Blogs, which they use in a medium intensity. The Highly Specialized Users (11%) only focus on very few applications and use them extensively. The largest user group are the Broad Users (33%), who employ a very high number of Social Media applications in their jobs, even though they are not using them very intensely. The Non-Users are with 2.5% in grave danger of being extinct.
  • 19. EACDSurvey Results Classification of Social Media Users Page 19 * up to 4 applications are used. ** more than 4 applications are used. *** based on a four-point-Likert scale where the very low or low intensity was selected. **** based on a four-point-Likert scale where the high or very high intensity was selected.
  • 20. EACD Selective Specialize BroadSurvey Results Enthusiasts Users Users Users Page 20 Age (average in years) 41.1 38.4 40.6 39.2 female 53% 55% 47% 48% Profile male 47% 45% 53% 52% Job experience (average in years) 11.8 11.1 12.7 11.5 Publicly traded company 28% 20% 28% 24% Privately held company 36% 27% 33% 30% Organization Political organisation 22% 22% 17% 17% Non profit organisation 14.% 31% 22% 29% Chief Communication Officer 38% 34% 41% 40% Head of Sub-Unit 25% 30% 27% 22% Position Senior Team Member 31% 29% 25% 31% Junior Team Member 5% 4% 5% 5% Others 2% 4% 1% 2%
  • 21. EACDSurvey Results Page 21 Job Satisfaction Extensive Social Media Users are more satisfied with their Jobs
  • 22. EACDSurvey Results Page 22 Communication professionals who use Social Media intensely and frequently in the workplace derive more satisfaction from their jobs. Not only do individuals who come into close contact with Social Media perceive their work as being more enjoyable and fun, they also feel more proud of their jobs and they like the content and nature of their work better than people who do not or only infrequently employ Social Media in their work. In many businesses, Social Media bring the "social" back into the workplace. Social Media enable knowledge workers to be more personally involved and get in touch with people again. In the Social Media age, communicators are required to talk directly and often in real time to their audiences. This is a great responsibility, but it can be also very rewarding.
  • 23. EACDSurvey Results Page 23 high low
  • 24. EACDSurvey Results Page 24 NGOs: The new kids on the block NGOs use Social Media more often and with greater virtuosity than any other organization type
  • 25. EACDSurvey Results Page 25 NGOs are in many ways communications’ new kids on the block: Their use of Social Media in a wide range of tasks is above average in all cases. Often communicators working at NGOs are young and cannot profit from exceptionally high salaries. They discover Social Media as an effective and resource saving means to reach audiences and promote specific causes. Not surprisingly, among the NGOs, there are virtually no non-users and more Social Media Enthusiasts than in any other organization type. NGOs play a pioneering role in the communications field.
  • 26. EACDSurvey Results Page 26 NGOs Purpose of Use
  • 27. EACDSurvey Results Page 27 Social Media Pressure Social Media are a Prerequisite in the Communications Field – regardless of Position or Age
  • 28. EACDSurvey Results Page 28 Virtually all communications professionals work with Social Media. Certain Social Media skills have become a prerequisite in the field. Even older participants, who make relatively modest use of the new platforms and applications at home, are required to use Social Media in the work place. This pressure to use Social Media comes to a large extent from within the organization and from the individual itself. Professionals use Social Media mainly because they believe that taking part in the conversation on the Social Web will enhance their job performance and because people who are important to them – such as their superiors – think they should engage in the Social Media.
  • 29. EACDSurvey Results Page 29 high low
  • 30. EACDSurvey Results Page 30 Organizational Readiness Only few Organizations have a Social Media Crisis and Contingency Plans in place. And only few Organizations display a structured approach to Social Media.
  • 31. EACDSurvey Results Page 31 Most companies react in an adhoc fashion to events unfolding in the Social Media. Almost a third of participants state that they have established a communications plan specifically tailored to the Social Media context But only very few have actual crisis or contingency plans in place.
  • 32. EACDSurvey Results Page 32
  • 33. EACDSurvey Results Page 33 The sooner, the better The longer communications professionals work with Social Media, the less they feel afraid or insecure towards their use
  • 34. EACDSurvey Results Page 34 Still, when it comes to "jump in" and talk to Social Media audiences, insecurity and anxiety are still a major issue among communications professionals. The Social Media crowd is in many ways a challenging audience to win over and the immediacy of the communication in the Social Web often leads to hesitancy among communications professionals. There is only but one way to overcome these doubts and insecurities: Jump in rather sooner than later. The longer communications professionals work with Social Media, the more confident they feel about them. Since the profession has only just made its first steps in the new information environment and is still in a trial phase, it is a good time to experiment and engage actively in the conversation now, thus developing and aggregating valuable competencies for the future.
  • 35. EACDSurvey Results Page 35 high low less than half a more than 4 year years
  • 36. EACD Survey Results Page 36 Coping with OverloadFeelings of Overload are a main Inhibitor for successful communications in Social Media
  • 37. EACDSurvey Results Page 37 Social Media bring considerable changes to the everyday work of communications professionals. The amount of possibly useful information waiting to be processed is growing at an astonishing rate. The conversation on Social Media never rests – 24 hours a day, blogs are being updated, tweets posted and groups formed on Social Networking Sites. In this changing work environment, communications professionals face increasing pressure and feelings of overload are often the consequence. 53.4 % of participants experience feelings of overload when working with Social Media. They feel that, due to Social Media, they have to work more and faster. Sometimes they are faced with too much information to meaningfully process. To individuals who feel overloaded, it is especially important that the work is fun.
  • 38. EACDSurvey Results Page 38 Main drivers of Social Media usage effect is estimated above average effect is estimated below average Differences in estimations of standardized coefficients between groups with low and high overload. ** highly significant relationship (1% level) * significant relationship (5% level)
  • 39. EACDSurvey Results Differences of main drivers of Social Media usage Page 39 depending on level of overload What others think about Social Media Social Media is usefull (in the job) Social Media is easy to use (in the job) Social Media is fun average estimation
  • 40. EACDSurvey Results Page 40 3 Going Forward Ten things you could do to become more Social Media savvy
  • 41. EACDSurvey Results Page 41 Start today and join the conversation - youll be in good company. Many of your clients, colleagues, shareholders and competitors will be there, waiting for you. Be enthusiastic, try out new channels and enjoy experimenting with new ways of interaction. Social Media are exciting!
  • 42. EACDSurvey Results Page 42 Inspire non-users, they will have to face Social Media eventually. There are many ways to start your Social Media quest – and very often, the first step is in the head. Tackle overload and Social Media related stress by developing and encouraging a sense of enjoyment when working with Social Media. Blogs, Video Sharing, Social Networking Sites and the like are fun to work with.
  • 43. EACDSurvey Results Page 43 Get out of the cubicle, dont be afraid to talk to the audience in real time. Since statements in the Social Web cannot always be signed off by the corporate office, this can come as a great responsibility, but it can also be very rewarding. Embrace the social in your work. Most tasks a communications practitioner faces during the day can be carried out or reinforced in the Social Web. Social Media dont necessarily replace press releases and press conferences, but they are very effective ways to complement them.
  • 44. EACDSurvey Results Page 44 Learn from the Frontrunners and consistently monitor versed Social Media communicators. Social Media are only just overcoming their trial-stage and organizations are allowed to make mistakes. Still it is a good idea not to repeat others mistakes but rather learn from them. Consciously and straightforwardly develop goal- oriented competencies in the Social Media. This will give you a head start.
  • 45. EACDSurvey Results Page 45 Experiment at home, explore Social Media in the private context and get a feeling for the conversation tone and rhythm in the Social Media. This will be a great help when dealing with Blogs, Twitter, Youtube and the like at work, too. Be ready – as spontaneous and informal the conversation on Social Media appears, have a structured approach at hand. Developing not only a coherent Social Media strategy, but also contingency and crisis plans help strengthen and unify your organizations presence in the Social Web.
  • 46. EACDSurvey Results Page 46 4 Appendix 2010‘s survey results in more detail
  • 47. EACDSurvey Results Page 47 Demographics Experience, Salary and Job Satisfaction, as well as regional Typologies
  • 48. EACDSurvey Results Page 48 Gender You are …
  • 49. EACDSurvey Results Page 49 Job Satisfaction Please rate the following statements on Social Media.
  • 50. EACDSurvey Results Page 50 Age How old are you?
  • 51. EACDSurvey Results Page 51 Academic Degree What is the highest degree you hold?
  • 52. EACDSurvey Results Page 52 Field of Study What is your field of study?
  • 53. EACDSurvey Results Page 53 Work Experience For how many years have you worked full-time in communications?
  • 54. EACDSurvey Results Page 54 Position What is your position within the communication departement?
  • 55. EACDSurvey Results Page 55 Salary In which of the following bands does your salary fall?
  • 56. EACDSurvey Results Page 56 Classification of Employer How would you classify your employer? 26% 19%
  • 57. EACDSurvey Results Page 57 Employees How many employees does your employer have in total?
  • 58. EACDSurvey Results Page 58 Communication Team How many employees work in the communication department of your organisation?
  • 59. EACDSurvey Results Page 59 Eastern Europe – The Average Communicator Item Value Number of participants 16 Age (average in years) 33.6 Job experience (average in years) 9.9 Academic degree (most freuqently) Master Position (most freuqently) Head of Sub-Unit Employer (most freuqently) Privately held company Salary (most freuqently) Less than 30000 € Selective Users Social Media User type (most freuqently) Broad Users
  • 60. EACDSurvey Results Page 60 South-Eastern Europe – The Average Communicator Number of participants 52 Age (average in years) 35.5 Job experience (average in years) 8.6 Academic degree (most freuqently) Master Position (most freuqently) Chief Communication Officer Employer (most freuqently) Privately held company Salary (most freuqently) Less than 30000 € Social Media User type (most freuqently) Broad Users
  • 61. EACDSurvey Results Page 61 Southern Europe – The Average Communicator Number of participants 139 Age (average in years) 41.6 Job experience (average in years) 13.3 Academic degree (most freuqently) Master Position (most freuqently) Chief Communication Officer Employer (most freuqently) Privately held company Salary (most freuqently) 100001 - 150000 € Social Media User type (most freuqently) Social Media Enthusiasts
  • 62. EACDSurvey Results Page 62 Central Europe – The Average Communicator Number of participants 356 Age (average in years) 39.1 Job experience (average in years) 11.3 Academic degree (most freuqently) Master Position (most freuqently) Chief Communication Officer Employer (most freuqently) Publicly traded company Salary (most freuqently) 100001 - 150000 € Social Media User type (most freuqently) Broad Users
  • 63. EACDSurvey Results Page 63 Western Europe – The Average Communicator Number of participants 479 Age (average in years) 40.5 Job experience (average in years) 12.4 Academic degree (most freuqently) Master Position (most freuqently) Chief Communication Officer Employer (most freuqently) Non profit organisation/ Association Salary (most freuqently) 40001 - 50000 € Social Media User type (most freuqently) Broad Users
  • 64. EACDSurvey Results Page 64 Northern Europe – The Average Communicator Number of participants 217 Age (average in years) 43.5 Job experience (average in years) 14.0 Academic degree (most freuqently) Master Position (most freuqently) Chief Communication Officer Government-owned/ Employer (most freuqently) Political organisation Salary (most freuqently) 40001 - 50000 € Social Media User type (most freuqently) Broad Users
  • 65. EACDSurvey Results Page 65 Social Media in the Details Usage, Experience and Skills
  • 66. EACDSurvey Results Page 66 Private Usage of Social Media Applications Which Social Media applications do you use (private usage)?
  • 67. EACDSurvey Results Page 67 Professional Usage of Social Media Applications Which Social Media applications do you use (professional usage)?
  • 68. EACDSurvey Results Page 68 Begin of using Social Media When did you begin using Social Media?
  • 69. EACDSurvey Results Page 69 Access to the Internet at Work How do you access the Internet at work?
  • 70. EACDSurvey Results Page 70 Contexts of updating Social Media Knowledge Have you updated your knowledge on Social Media in one of the following contexts before?
  • 71. EACDSurvey Results Page 71 Social Media Skills Please rate the following statements.
  • 72. EACDSurvey Results Page 72 Perceived Usefulness of Social Media Please rate the following statements on Social Media in your work environment.
  • 73. EACDSurvey Results Page 73 Social Media Self-Efficacy Please rate the following statements on Social Media in your work environment.
  • 74. EACDSurvey Results Page 74 Perception of External Control of Social Media Please rate the following statements on Social Media in your work environment.
  • 75. EACDSurvey Results Page 75 Social Media Anxiety Please rate the following statements on Social Media in your work environment.
  • 76. EACDSurvey Results Page 76 Subjective Norm of using Social Media Please rate the following statements on Social Media in your work environment.
  • 77. EACDSurvey Results Page 77 Voluntariness of using Social Media Please rate the following statements on Social Media in your work environment.
  • 78. EACDSurvey Results Page 78 Image of using Social Media Please rate the following statements on Social Media in your work environment.
  • 79. EACDSurvey Results Page 79 Output Quality of Social Media Please rate the following statements on Social Media in your work environment.
  • 80. EACDSurvey Results Page 80 Job Relevance of Social Media Please rate the following statements on Social Media in your work environment.
  • 81. EACDSurvey Results Page 81 Result Demonstrability of Social Media Please rate the following statements on Social Media in your work environment.
  • 82. EACDSurvey Results My organisation is planning on becoming (more) Page 82 actively involved in Social Media.
  • 83. EACDSurvey Results Page 83 Social Media Playfulness How would you characterise yourself when you use Social Media applications?
  • 84. EACDSurvey Results Page 84 Perceived Ease of Use of Social Media Please rate the following statements on Social Media in your work environment.
  • 85. EACDSurvey Results Page 85 Perceived Enjoyment of using Social Media Please rate the following statements on Social Media in your work environment.
  • 86. EACDSurvey Results Page 86 The Darker Side of Social Media Coping with Overload, Complexity and Insecurity
  • 87. EACDSurvey Results Page 87 Coping with Overload Please rate the following statements on Social Media.
  • 88. EACDSurvey Results Page 88 Coping with Invasion Please rate the following statements on Social Media.
  • 89. EACDSurvey Results Page 89 Coping with Complexity Please rate the following statements on Social Media.
  • 90. EACDSurvey Results Page 90 Coping with Insecurity Please rate the following statements on Social Media.
  • 91. EACDSurvey Results Page 91 Coping with Uncertainty Please rate the following statements on Social Media.
  • 92. EACDSurvey Results Page 92 Thank you for your Attention Institute for Media and Communications Management University of St. Gallen Blumenbergplatz 9 CH-9000 St. Gallen for inquiries please contact: christian.fieseler@unisg.ch
  • 93. EACDSurvey Results Page 93 about us: The University of St. Gallen’s =mcminstitute is a leading international, interdisciplinary research, teaching and advisory organization for media and communications management as well as media and culture. We enable students, researchers, and decision makers to meet the challenges of the digital age by exploring strategic management questions from a communication perspective. Our analyses and recommendations clarify today’s and tomorrow’s communication challenges. Our ambition is to enable high-quality communication – through research, teaching and strategic advice. for the University of St. Gallen: Eliane Bucher, M.A. HSG Christian Fieseler, Prof. Dr. Miriam Meckel, Prof. Dr. Anne Suphan, M.A.
  • 94. EACDSurvey Results Page 94 about the EACD: The European Association of Communication Directors (EACD) was founded in November 2006 in Brussels, and currently has over 1,600 members. It is the leading international network for in-house communication professionals from all fields across Europe. The EACD establishes common quality standards, advances professional qualification and fosters diversity within the field by organising international events and meetings. The non-partisan association facilitates peer-to-peer exchange, lobbies for the profession, and provides useful services and information media. www.eacd-online.eu