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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

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  • 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