- Public relations professionals are leading the adoption of social media and new communications channels within organizations, more so than marketing professionals. Knowledge of social networks, blogging and microblogging are as important to employers as traditional media relations skills.
- Small to medium enterprises are more likely to use social networking and Twitter than larger organizations, but larger organizations place more emphasis on web content management.
- The majority of organizations are considering or planning to hire dedicated social media specialists, showing it is becoming a core communications discipline. Nearly half of respondents had hired communications professionals in the last 12 months.
Why Human Resources professionals need to embrace and make Social Media an integral part of their and their organizations recruitment and human capital management initiatives. Additionally, a concise overview of key social media channels and recommended best practices to get started on social media and HR.
Why Human Resources professionals need to embrace and make Social Media an integral part of their and their organizations recruitment and human capital management initiatives. Additionally, a concise overview of key social media channels and recommended best practices to get started on social media and HR.
The Role of Social Media in Employer Branding and Recruitment in Modern Organ...Aakriti Agarwal
This project includes understanding the concept of employer branding and it's need in today's organisations. It stresses on why social media recruitment is a preferred approach to recruiting nowadays and how mainitaing an organisation's brand image is more than just the Marketing department's onus
The future of recruiting is social.
Social media has revolutionized marketing - now, it is changing the face of recruiting. Never before has talent deep in an organization been so accessible. The wide array of social media tools are becoming more critical to success than traditional methods of recruitment advertising and prospecting.
This event will discuss the dramatic impact social media and web 2.0 technologies are having on the staffing practice in many organizations today. You'll learn how companies are successfully using social media tools to identify, source and build meaningful relationships with the top "A" level passive candidates in their industries.
We'll evaluate each of the social media platforms and discuss how you can apply them within your own organization to attract more qualified candidates faster and at a lower cost.
You'll also learn the metrics and evaluations you can apply to quantify the impact this is having on your business.
KEY TAKE-AWAYS:
* Understand all the important social media trends and how they are impacting recruiting
* Learn best practices, potential risks and company investments required
* Learn how to evaluate success and measure business impact
* Learn how to identify, connect and build relationships with passive candidates in these environments
* Learn how this can be applies to enhance your employment brand
How real and relevenent is social media as a recruitment channel for global recruiters. This presentation at Teneo's Future of Recruitment Seminar in Barcelona 2011 gives real insight into how it is being used and outline strategies to help recruiters.
Digital Readiness - Get your business ready for digital changeReading Room
Whether you are changing your business model, digital communications road map, or refreshing your website – this presentation will talk you through some practical insights and actions you can take to get your business ready for change.
The presentation looks at organisational culture, agile thinking, resourcing, and workflows critical for success.
It provides often hidden insights gathered from our team, clients and the digital industry on ways to improve strategy and tactical execution of critical digital transformation.
Please feel free to get in touch, if you have any question regarding this presentation or want to find out more about how you can get your business ready for digital change.
Innovationen, Start-ups und neue Geschäftsmodelle
Zahlreiche Trends, Themen und Technologien haben Einfluss darauf, wie unser Gesundheitssystem in Zukunft aussehen wird. Zu einem der wichtigsten Zukunftsfelder im Gesundheitswesen entwickelt sich die Automatisierung.
Start-ups, aber auch etablierte Anbieter bringen gegenwärtig innovative Produkte, Systeme und Dienstleistungen auf den Markt, die die Automatisierung im Gesundheitswesen weiter vorantreiben werden. In diesem Report wollen wir Ihnen einige Beispiele in unterschiedlichen Anwendungsbereichen vorstellen.
The Role of Social Media in Employer Branding and Recruitment in Modern Organ...Aakriti Agarwal
This project includes understanding the concept of employer branding and it's need in today's organisations. It stresses on why social media recruitment is a preferred approach to recruiting nowadays and how mainitaing an organisation's brand image is more than just the Marketing department's onus
The future of recruiting is social.
Social media has revolutionized marketing - now, it is changing the face of recruiting. Never before has talent deep in an organization been so accessible. The wide array of social media tools are becoming more critical to success than traditional methods of recruitment advertising and prospecting.
This event will discuss the dramatic impact social media and web 2.0 technologies are having on the staffing practice in many organizations today. You'll learn how companies are successfully using social media tools to identify, source and build meaningful relationships with the top "A" level passive candidates in their industries.
We'll evaluate each of the social media platforms and discuss how you can apply them within your own organization to attract more qualified candidates faster and at a lower cost.
You'll also learn the metrics and evaluations you can apply to quantify the impact this is having on your business.
KEY TAKE-AWAYS:
* Understand all the important social media trends and how they are impacting recruiting
* Learn best practices, potential risks and company investments required
* Learn how to evaluate success and measure business impact
* Learn how to identify, connect and build relationships with passive candidates in these environments
* Learn how this can be applies to enhance your employment brand
How real and relevenent is social media as a recruitment channel for global recruiters. This presentation at Teneo's Future of Recruitment Seminar in Barcelona 2011 gives real insight into how it is being used and outline strategies to help recruiters.
Digital Readiness - Get your business ready for digital changeReading Room
Whether you are changing your business model, digital communications road map, or refreshing your website – this presentation will talk you through some practical insights and actions you can take to get your business ready for change.
The presentation looks at organisational culture, agile thinking, resourcing, and workflows critical for success.
It provides often hidden insights gathered from our team, clients and the digital industry on ways to improve strategy and tactical execution of critical digital transformation.
Please feel free to get in touch, if you have any question regarding this presentation or want to find out more about how you can get your business ready for digital change.
Innovationen, Start-ups und neue Geschäftsmodelle
Zahlreiche Trends, Themen und Technologien haben Einfluss darauf, wie unser Gesundheitssystem in Zukunft aussehen wird. Zu einem der wichtigsten Zukunftsfelder im Gesundheitswesen entwickelt sich die Automatisierung.
Start-ups, aber auch etablierte Anbieter bringen gegenwärtig innovative Produkte, Systeme und Dienstleistungen auf den Markt, die die Automatisierung im Gesundheitswesen weiter vorantreiben werden. In diesem Report wollen wir Ihnen einige Beispiele in unterschiedlichen Anwendungsbereichen vorstellen.
Wir stehen (offensichtlich) an der Schwelle zu einem neuen Zeitalter, indem wir es schaffen werden die nächste Sprosse der Automatisierung zu erklimmen und unsere Produktivität auf noch nicht absehbare Weise zu erhöhen. Wo wir stehen und wo die Reise noch hin geht, erläutert disrupt consulting in diesem Slidedeck.
Based on the evaluation of digital maturity, brands can decide from where to start their digital journey. This model depicts an onboarding scenario based on digital maturity.
Im Rahmen eines Impulsreferats durfte ich verschiedenen Industrie-Vertretern meine Sicht der Digitalisierung und der damit verbundenen Eckpfeiler "Mobilisierung" und "Automatisierung" wiedergeben.
SMAC - The paradigm shift : Creating future of the EnterpriseNikhil Kulkarni
The 12th edition of Express Technology Senate will focus on a subject that is holding the whole world in its thrall: SMAC—Social, Mobile, Analytics and Cloud. Together, these four mega-trends are reshaping how people connect with each other, how companies conduct their business, and how the boundaries between geographies, communities and individuals are melting away into a smooth continuum of existence.
In this backdrop, the theme for Express Technology Senate this year has been chosen as: Finding Value and Success through SMAC
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
B2B Social Media Investments and Return ReportDemand Metric
While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey.
Running Head COLLECTING CUSTOMER DATA .docxhealdkathaleen
Running Head: COLLECTING CUSTOMER DATA 1
COLLECTING CUSTOMER DATA 7
Nicholas Calhoun
Strategic Marketing
South University
December 16, 2019
Collecting Customer Data
Research the key elements of a CRM system and defend at least three best practices that your organization can use to improve its customer retention.
A CRM type of system is identified as a software tool which assists in the management of interactions with company constituents. In order for a company using CRM such as Mofrica to be successful, the system ought to be efficient enough to track along with report information regarding the type of people that they engage within a manner that helps in the attainment of goals. Mofrica CRM should possess various elements for it to be successful. These elements are integrating technology since it is a networking company this element will help in enhancing efficient coordination as well as in enhancing service delivery (Singh & Chanda, 2014). The second element is conduction of continuous measurement as well as improvement which is essential in enhancing improved performance in the company. The other element is updated customer information which is readily accessible to all the company stakeholders as this will help in the delivery of better as well as personalized services.
There are a variety of strategies that Mofrica can use in ensuring effective customer service. They include segmentation of customers which helps in understanding the different needs of each customer that the organization serves. The organization is able to set goals along with objectives for every segment of its customers. Another strategy is communicating often and in an easy way. It helps in keeping in touch with all its customers as well as uncovering current opportunities. Nonetheless, there is use of social collaborating tips. There are varieties of social media platforms that Mofrica can use to maintain its quality in networking services and by using social media to brand itself and manage its customers, Mofrica is in a better position to enhance its quality (Al-Rabayah & Alsmadi, 2017).
Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?
These pieces of data entail user experience which helps in prioritizing the various features of the company and in the creation of a better user encounter with the products and the services of the company. It can also help the organization understand the functions that are popularly used. The second piece of data is learning how they discovered the business as this helps in measuring the effectiveness the sales as well as the marketing teams of the company. The other piece of data is purchase behavior of the customers which is essential in enhancing sales as it offers infor ...
Burson-Marsteller, an international communication and Public Relations is a leader in innovation, knowledge and quality of service, has developed a set of tips for companies to learn why is it important to participate in the digital world from a corporate perspective.
"120 B-M Digital Tips Latin America - Why must Corporations consider participating in Social Media" gathers a series of recommendations prepared by our digital Latin American B-M team (http://latam.bm.com).
Case Study: Empowering employee advocacy with social listeningBrandwatch
Our client realized that organic reach through owned channels is decreasing rapidly, this is something that needed to be tackled. It was also understood that employee advocates are twice as trustworthy as a CEO.
This case study covers the process involved in increasing social activity via employee advocacy by 140% through the use of gamification and the Brandwatch social intelligence platform.
This is the presentation I gave at PRSA which talks about where PR fits within Social CRM and how as well as what is needed to make that fit work. Feel free to share it around and provide feedback!
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
The 2011 Digital Marketing Outlook Report.Dan St. Peter
Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Leading digital agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights.
The result: an invaluable planning resource for marketers and agencies in 2011. The 2011 Digital Marketing Outlook (DMO) study, conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 4.
Social Media Marketing Play Book - • Provide a framework for establishing a set of clear objectives for their social marketing strategy
• Move beyond the checklist approach and provide a filter for evaluating the myriad of opportunities and platforms
• Think of social marketing as an opportunity to have a continuous, valuable exchange with their customers
• Think about extensions to amplify offline campaigns
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Global Interconnection Group Joint Venture[960] (1).pdf
Digital Readiness Report
1. Essential Online Public
Relations and Marketing Skills
2009 Digital Readiness Report
Essential Online Public
Relations and Marketing Skills
2009 Digital Readiness Report
2. 02
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Table of Contents
03 Opening Letter
04 Digital Readiness Survey Description
06 Key Insights
12 Conclusions
The Research Fellows
Eric Schwartzman, iPressroom
Tom Smith, Trend Stream
Don Spetner, Korn/Ferry International
Barbara McDonald, Public Relations Society of America
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike
3.0 United States License. To view a copy of this license, visit http://creativecommons.
org/licenses/by-nc-sa/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San
Francisco, California, 94105, USA.
Licensed Under Creative Commons
3. 03
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Dear Communications Professional,
After training hundreds of executives on why, how and when to use social media for organizational communica-
tions, and deploying online newsrooms through iPressroom for major clients including Target, Toyota, UCLA and
others, the one question repeatedly asked which could never be answered by one research study has always
been which online communications channels are most important? Which ones should organizations deploy first?
And which ones are critical for employees to learn to use to do their jobs effectively in a networked world?
With social media researcher Tom Smith, author of “When Did We Start Trusting Strangers [PDF],” Korn Ferry
International CMO Don Spetner and Public Relations Society of America VP Marketing Barbara McDonald, it is
my distinct honour to share with you the 2009 Digital Readiness Report.
In it you will find the most current, comprehensive data ever assembled on the specific new media and social
media communications skills employers want and prospective new hires need in today’s competitive public rela-
tions and marketing job markets.
In addition to providing the first social media and new media channel rankings by adoption rate, importance and
type of organization, the study also indicates the broader trends concerning which branch of the organization is
winning the right to lead in the use of digital communications in the workplace.
If you’re searching for current data on how organizations are integrating new media and social media into their
organizational hierarchy or looking to update your online communications skills as a public relations or marketing
professional, we hope you find this information useful.
The majority or our sample is comprised of communications and HR professionals with hiring responsibility who
have either added a new public relations or marketing staff member within the last 12 months, or who plan to do
so within the next 12 months.
Our key findings are in this report. But if you’d like additional information, or access to the panel discussion of
our findings, please visit http://www.ipressroom.com/readiness.
Sincerely,
Eric Schwartzman
Founder, iPressroom
@ericschwartzman
Opening Letter
4. 04
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Which of the following best describes your current organization?
A. Corporation (23%)
B. PR/Marketing Agency (44%)
C. Government Agency (6%)
D. Non-Profit/Association (14%)
E. Academic Institution (7%)
F. Other (6%)
Digital Readiness Survey Description
The 2009 Digital Readiness Report is intended to
help public relations, corporate communications
and marketing professionals better understand and
appreciate how organizations are integrating online
communications into their business practices.
Over the course of a 6-week period during spring
2009, we surveyed 278 public relations, market-
ing and human resources professionals to identify
trends regarding their approach to social media.
Our objective was to capture unbiased, quantitative
insights on the impact of these emerging channels
on organizational communications, both in terms of
what activities are being employed and what skill-
sets communications professionals need in today’s
job market. Our report covers US-based organiza-
tions of varying size and type.
The survey was conducted online via self comple-
tion questionnaires, which were designed to
provide quantitative data that allows the statisti-
cal comparison of trends and attitudes among key
segments. Respondents were recruited through
iPressroom, Korn/Ferry International and PRSA,
providing an accurate cross-section of profession-
als in the public relations and marketing category in
the US. They were profiled and questioned on their
involvement in job hiring to ensure that the sample
captured a large proportion of decision makers in
regards to recruitment.
The Findings
While the largest single organization type
represented is PR or marketing agencies,
the number of responses among all in-house
or client-side professionals constitutes the
majority of respondents at 56%.
Diagram 1
23%
44%
6%
14%
7%
6%
5. 05
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
What is your organization’s annual revenue?
The Findings
The largest single category of organization by annual
revenue is small organizations (45%), then medium-sized
organizations (36%), then $1bn+ organizations (20%)
loosely mirroring the distribution of firms in the US, and
underscoring the statistical relevancy of the sample.
A. Over $10 billion (5%)
B. $5 to $10 billion (4%)
C. $1 to $5 billion (5%)
D. $500 million to $1 billion (5%)
E. $5 million to $500 million (36%)
F. Under $5 million (45%)
What is your role in the hiring of new employees?
A. Write job specifications for new roles (12%)
B. Manage staffing/hiring budgets (24%)
C. Interview potential candidates (50%)
D. No involvement in the hiring process (14%)
The Findings
Almost 75% of respondents are hiring decision makers,
86% participate in the hiring process and only 14% have
no involvement at all in the hiring process.
Diagram 2
Diagram 3
5%
4%
5%
5%
36%
45%
12%
24%
50%
14%
6. 06
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Key Insights
Very high levels of adoption in online communications, demonstrating that new media
and social media are now a core part of the web-based communications mix. They
have become integral to organizational communications.
Which of the following activities does your organization currently employ
as part of its web-based comunications?
Attraction of the Sizzle
Social networking adoption out ranks natural
search engine optimization, with 70% utilizing them
compared to 66% for SEO, despite the fact that
82.1% of respondents surveyed in “When Did We
Start Trusting Strangers [PDF]” said search engines
are the most common way they source opinions on
products, brands and services and a scant 15% of
respondents in the “2009 Edelman Trust Barometer”
found social networking sites credible as a source
of information about a company. This suggests a
disconnect between the online communications
channels that matter most to people versus organi-
zations. Compared to the other studies, the data
suggests organizations are overlooking search
engine optimization for the flash and pizzazz of sites
like Facebook, FriendFeed, Linkedin and MySpace.
Never Mind Conversions. Just Get Out There
Discussing his recent report “The Future of the
Social Web” analyst Jeremiah Owyang envisions
an age when organizations will gauge the return-
on-investment of their social media engagement
efforts by measuring interactions between people
and brands online, where ever they may occur. But
given the relative glut of available tools to easily
and quickly aggregate, track and analyze conver-
sations across the multiple information technol-
ogy silos that comprise the social web, transac-
tions occurring at an organization’s own domicile
remain an easier activity to record and appreciate.
An organization can exercise greater control over
the user-experience on its own website than it can
on a social network, where the user-experience is
imposed by others, making it potentially tougher
for them to convert awareness into transactions for
their own gain. Therefore, it is somewhat counter-
intuitive that organizational communicators do not
rank web content management higher, particularly
since social networks and micro-blogging services
Email marketing
Social networking
Search engine optimization
Microblogging
Blogging, podcasting or RSS
Web content management
Other
Social bookmarking
0% 20% 40% 60% 80%
Diagram 4
7. 07
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Which of the following activities does your organization currently employ?
Web content management
Microblogging
Social networking
Social bookmarking
Blogging, podcasting or RSS
Search engine optimization
Email marketing
0% 20% 40% 60% 80% 100%
are frequently used to distribute hyperlinks that
lead friends, and friends of friends of friends,
back to a landing page that usually resides on the
organization’s website. The findings suggest that
while organizational communicators are intent on
using social media to get the word out, not as much
planning or strategic insight has been invested into
how to convert inbound traffic into social, informa-
tional or ecommerce transactions.
Credibility Denial
According the “2009 Edelman Trust Barometer,” as
a source of company information, a company’s own
website is seen as more credible than business
blogs, personal blogs, social networking sites and
advertising. The fact that organizational communi-
cators see social networking, micro-blogging and
blogging as more important than actively managing
the content at their own corporate website – partic-
ularly when people find company websites more
credible than social media channels -- may indicate
a fundamental gap in judgement with respect to
online communications planning.
Ease of Use Drives Adoption
Not surprisingly, micro-blogging has grown slightly
bigger than blogging, 62% versus 59%, demon-
strating that lowering the barrier to entry -- the
“140-character news cycle” as Shel Holtz puts it
-- drives social media adoption by making it easier
for people to participate.
Diagram 5 Less Than $1 bn Greater Than $1 bn
Small to medium-sized enterprises lead the way in social networking and Twitter
Small to medium-sized enterprises are significantly ahead of larger organizations when it comes to adopting
Twitter (64% versus 47%) and social networking (74% adoption versus 38%) but not in blogging which is now
squarely in the large organization’s repertoire. But larger organizations are managing the content on their
web sites more actively than small to medium-sized enterprises.
8. 08
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
In my search for PR and/or marketing job candidates, knowledge of the
following is or was important or very important.
Media Relations
Social networking
Blogging, podcasting or RSS
Microblogging
Email marketing
Search engine optimization
Web Content Management
Social bookmarking
0% 20% 40% 60% 80% 100%
Diagram 7 Somewhat Important Very Important
Public Relations is leading the social media revolution inside organizations of all types and sizes
• PR leads marketing in the management of all social media communications channels. Marketing leads
PR in managing only email marketing and SEO.
• In 51% of organizations, PR lead digital communications compared to 40.5% where marketing leads
• PR is responsible for blogging at 49% of all organizations. Marketing is responsible for blogging at
22% of all organizations. PR is responsible for social networking at 48% of all organizations. Market-
ing is responsible for social networking at 27% of all organizations.
• PR is responsible for micro-blogging at 52% of all organizations. Marketing is responsible for micro-
blogging at 22% of all organizations.
Which of the following departments manage aspects of web strategy?
Diagram 6
60%
45%
30%
15%
0%
Web content
managemen
MicrobloggingSocial
networking
Social
search
Blogging, pod-
casting or RSS
Search engine
optimization
Email
marketing
Marketing Public Relations IT Executive Management HR Other
9. 09
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
In your experience recruiting a PR and/or marketing professional, rank
the importance of the following digital communications skills:
Blogging, podcasting or RSS
Social networking
Microblogging
Web content management
Search engine optimization
Email marketing
Social bookmarking
Diagram 7 Less Than $1 bn Greater Than $1 bn
0 2 4 6
When searching for prospective candidates, knowledge of social media is almost as important as
traditional media relations skills.
• Among those responsible for hiring PR and marketing employees, 82% of respondents said mainstream
media relations expertise was either important or very important. But over 80% said knowledge of social
networks is either important or very important. Nearly 77% said knowledge of blogging, podcasting and
RSS is either important or very important. And almost 72% said an understanding of micro-blogging
services like Twitter are either important or very important.
• Other new media communications skills that hiring decision makers found important or very important
are search engine optimization (62%), email outreach (56%), web content management (52%) and social
bookmarking (51%).
• Hiring decision makers recognize the importance of social media in organizational communications.
To meet the needs of internal and external communications today’s organizations, public relations or
marketing job seekers need to develop a comprehensive portfolio of digital communications skills.
• 18% of hiring decision makers have no interest at all in traditional public relations skills, signalling a shift
from a mainstream media relations-focused approach.
Digital Skills
Rank
Less Than $1 bn Greater Than $1 bn
1 Social Networking Blogging
2 Blogging Social Networking
3 Micro-Blogging Micro-Blogging
4 SEO Web Content Management
5 Email Marketing SEO
6 Web Content Management Email Marketing
7 Social Bookmarking Social Bookmarking
Diagram 8
With the exception of web content management
and email marketing, the new media and social
media communications skills sought by $1bn+
versus small to medium-sized enterprises are
only slightly different
The highest ranked skill for small to medium-sized
enterprises is social networking and the highest
ranked for $1bn+ is blogging, podcasting or RSS
– This is a ranking question. They were asked to
rank the skills in order. 1 being most sort after. It’s
interesting to note that while the larger firms are
more actively managing the content on their web
sites, they appear to be less interested in acquiring
new staff members with those job skills than small
to medium-sized companies.
10. 10
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Digital Skills
Rank (by type)
Corporation
PR/Market-
ing Agency
Government
Agency
Non-profit/
Association
Academic
Institution
Email marketing 5 7 5 4 6
SEO 5 5 6 6 4
Blogging,
podcasting
3 2 4 3 1
Social Bookmarking 8 6 7 8 7
Social Networking 2 1 2 1 1
Microblogging 4 4 4 5 3
Content manage-
ment
7 8 3 7 5
Media relations 1 3 1 2 2
Diagram 9
Social Media is growing in importance as a communications approach, with the majority of organi-
zations considering hiring a specialist. This demonstrates that social media is no longer just
something to do in your spare time, but rather a core discipline to be maintained by a dedicated
resource.
• 26% are definitely interested in hiring dedicated resources to maintain some degree of social media
engagement, while 48% of all organizations are considering adding dedicated staff that specialize in
this area.
• Interest in adding dedicated social media specialists to the workforce is markedly higher among organi-
zations with $1bn+ in annual revenue (43%) that it is at small to medium-sized enterprises (23%).
Would you consider employing a Social Media specialist?
c. No Interest
b. Maybe
A. Definitely
0% 20% 40% 60%
Diagram 10
Less Than $1 bn
Greater Than $1 bn
11. 11
Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
There is a persistent degree of hiring activity among organizational communicators despite the
recession. If you are looking for a job, a change in role or are starting out in your career, communi-
cations is definitely worth considering:
• 48% had hired a PR or marketing professional in the last 12 months.
• 36% plan to hire a PR or marketing employee in the next 12 months.
• 14% are in the process of hiring now.
• Only 17% had no plans to hire, or had made no hires.
More about the sample:
• Respondents were recruited via iPressroom, Korn/Ferry International and PRSA.
• Mix of small to medium-sized enterprises and larger corporations: 45% under $5m in annual revenue.
55% have revenue of $5m+ and 15% earn over $1bn annually.
• 89% of respondents are decision makers on which candidates to hire, providing a unique perspective on
just how important social media is to organizations, and which social media communications skills are
most sought after.
• 44% are agency staff and 66% are a mix of communications professionals from corporate, government,
non-profit associations and academia.
Currently, which of the following statements best represents your PR and/
or marketing hiring activity? (select as many as apply)
a. In the process
of hiring a PR
and/or market-
ing professional
b. Hiring a PR and/or
marketing pro-
fessional, in the
next 12 months
c. Hired a PR and/or
marketing profession-
al, in last 12 months
d. Not hiring any
additional PR and/
or marketing staff,
and have not in
last 12 months
Diagram 11
60%
50%
40%
30%
20%
10%
0%
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Digital Readiness Report
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills
2009
Conclusions
The risk of obsolescence
Public relations and marketing professionals without new media and social media communications skills
cannot, and will not, satisfy the requirements of today’s hiring decision makers. To circumvent the risk of
obsolescence, communications professionals should seek out social media and new media training oppor-
tunities that allow them to rapidly update their traditional public relations or marketing skills-sets.
Public relations leads in social networking
While marketing is responsible for email marketing and natural search engine optimization at most organi-
zations, PR leads in social networking, micro-blogging, blogging, podcasting, social bookmarking and even
web content management.
A potential gap in strategy
The good news is organizations are serious about social media engagement and new media communica-
tions. The bad news is the specific channels they’re most interested in deploying are not necessarily the
ones used or trusted most by the public, indicating a potential gap in strategy.
ROI evaluation challenges
Despite the fact that other studies referenced in this report cite company websites as the most credible
source of company information, the only online communications skill less important than managing website
content -- which 52% of respondents said is important or very important -- is social bookmarking at 51%,
suggesting that organizations are taking the same approach to social networking as they took to mass
media relations. Rather than focus on attracting or pulling visitors to their website by publishing high quality
content and researching popular language, organizations appear to be more interested with pushing out
messages to “friends” through social media, even though, in many cases, those messages include hyper-
links back to their own websites. Until these organizations learn to develop a more sophisticated approach
to building and managing landing pages and web content management on their websites, they will have
difficulty evaluating their return on investment for these emerging channels.
While some have predicted that destination websites will become increasingly less important, until measure-
ment tools become readily available to track interactions across the social web, building a business case for
online engagement and demonstrating quantifiable social, information and transactional results may remain
largely the province of an organization’s website. Given Facebook’s walled garden, competitive strategy,
the challenge of aggregating comprehensive data on Facebook interactions seems particularly illusive,
potentially frustrating at least any near term demise of the use of destination websites for organizational
communications.
13. 2009 Digital Readiness Report
The Online Communications Skills Employers Want and
Candidates Need in Today’s Public Relations and Marketing Job Market
Essential Online Public
Relations and Marketing Skills
2009 Digital Readiness Report