1. Enterprise Social Media
Adoption in 2012
WHO UNDERSTANDS IT?
30
29%
27%
20
18%
10
7%
7%
7%
3%
2%
1%
0
Gen X/Y Sr. Mid Consultants Line Customers Competition Analysts Partners
Employees Mgt. Mgrs. & SI Employees & Advisors & Suppliers
“Respondents strongly agree that “Social media
social media generates an enormous enables us to add
amount of data, which can cause value to our customer
problems as companies grope with it.” 90% interactions.”
EXPERIENCE USING IT?
12-24 mos. <6 mos.
18% 10%
(Not using)
13% 2010 2011 2012
>24 mos. 6-12 mos.
43% 16%
“Most
83% “Social media only companies are
using social as a
provides value to low-cost way to “Few are using
marketing, PR, and broadcast.” social to collect
advertisting.” customer input that
can be turned into
valuable
information.”
BARRIERS TO ADOPTION?
100%
90%
80%
70%
Against 60%
50%
For 40%
30%
20%
10%
0%
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Fe a Wa ’t u M B cu
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TRUE OR FALSE?
Social media is simply a passing technology fad with limited
91%
business appeal.
Companies that fail to embrace social media technologies for
81%
business purposes will be left behind.
Social media helps us focus on new ways of communicating
93%
with customers.
The volume of social media information to track and access is
79%
overwhelming.
SOURCE:
Social Media 2012: State of Adoption Survey
www.estebankolsky.com
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