Social Media Reality Check

Social Media: The Practitioner-User Perception-Reality Gap

(Consumers) social media users drawn from general public General Users Marketing / Communications Practitioners Campaign objectives Campaign types Corporate Support / Budget Monitoring & Meas’t. Social Media Releases Awareness, Usage, Source of Info / Call to Action (credible, influential, impact on opinion, attitude, reported / likely behaviour) Looking for the gap / overlap between practitioner perception and user-reported reality

Method ,[object Object],[object Object],[object Object],[object Object],[object Object]

Awareness, Understanding, and Usage is High ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media is a Source of Information, but not THE Source of Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Practitioners Use Social Media with Purpose, but Many are Unsure if Purpose is Being Met ,[object Object],[object Object],[object Object],[object Object],[object Object]

Conclusions ,[object Object],[object Object],[object Object],[object Object]

Social Media Use Among both Users and Practitioners

In general, how often would you say that you use social media applications? At least once a day 49% 62% Social Media Tools are Used Regularly ,[object Object],[object Object],[object Object],Base: Users n=1516, Practitioners n=615

Would you say you use social media more or less than at, say, this time last year? Less - 11% More - 48% Usage is on the Rise Among Users ,[object Object],[object Object],Base: Users n=1516

How long would you say you've been using social media of some form? Most Practitioners Have Been Using Social Media for 2+ Years ,[object Object],[object Object],Base: Practitioners n=615

Which of the following social media tools or sites are you aware of? Which of the following social media tools or sites have you used? Facebook and YouTube are Prominent Among Users ,[object Object],[object Object],[object Object],Base: Users n=1516

Which of the following social media tools or sites are you aware of? Which of the following social media tools or sites have you used? Practitioners: Higher Awareness but Use Different Tools than Users ,[object Object],[object Object],Base: Practitioners n=615

Which of the following do you do? One-Fifth of Users Produce Content (Prosumers) ,[object Object],[object Object],[object Object],Base: Users n=1516

In general, what do you use social media applications for in your personal/Professional life? | Base: Users n=1516 Users Access Social Media for Personal More than Professional Life ,[object Object],[object Object],[object Object],Personal Life Professional Life

Please rate how important you find social media applications for each of the following functions. % Rated Very/Somewhat Important Access to Information is Important to the Majority ,[object Object],[object Object],[object Object],Base: Users n=1516

Practitioners are Much More Aware of Professional Applications of Social Media In general, what do you use social media tools for professionally? | Base: Practitioners n=615 ,[object Object],[object Object]

Social Media as a Source of Information / Call to Action (credible, influential, impact on opinion, attitude, reported / likely behaviour)

How often do you use social media outlets to research products and services before making a purchase? At least Occasionally 61% Users are Turning to Social Media for Researching Purchases ,[object Object],[object Object],Base: Users n=1516

How much do you agree or disagree with each of the following | Base: Users n=1516, Practitioners n=615 1/3 of Users Depend on Social Media for Purchase Guidance Practitioners Put More Stock in It ,[object Object],[object Object],% Agree (Top 3 Box)

To what degree do you believe the information you find on privately-initiated/ corporately-initiated social media applications when it comes to new products and services? Believable - 56% 60% Users Find Both Privately & Corporately Initiated ‘Sites’ Believable ,[object Object],[object Object],[object Object],Base: Users n=1516

How much do you agree or disagree with each of the following statements? Practitioners Find Social Media to be More Credible than Users Do ,[object Object],[object Object],% Agree (Top 3 Box) Base: Users n=1516, Practitioners n=615

How much do you agree or disagree with each of the following statements? Users Do Not Rely on Blogs as Much as Practitioners Think ,[object Object],[object Object],% Agree (Top 3 Box) Base: Users n=1516, Practitioners n=615

How much do you agree or disagree with each of the following statements? Practitioners Believe Social Media Affects Reputation More Than Users ,[object Object],[object Object],% Agree (Top 3 Box) Base: Users n=1516, Practitioners n=615

The Practitioner-Only Context Corporate Support Campaign Types & Objectives Monitoring & Measurement Social Media Releases

Which of the following statements best describes you: Gaps in Knowledge of Social Media ,[object Object],[object Object],Understand 80% Don’t Understand 19% Base: Practitioners n=615

Campaign Objectives: Visibility, Awareness, Get Them Talking ,[object Object],[object Object],How would you characterize your social media campaign objectives? Base: Practitioners n=615

Campaign Types are Largely Marketing Driven ,[object Object],How would you describe the types of social media campaigns you undertake most commonly? Base: Practitioners n=615

Do you set formal, measurable objectives related to what you want to accomplish with social media? Few Have Formal Social Media Objectives ,[object Object],[object Object],Formal Objectives 26% Base: Practitioners n=615

The Practitioner-Only Context Measurement

How much do you agree or disagree with each of the following statements? Practitioners Believe Social Media Helps, But Are Not Asked to / Attempting to Prove it ,[object Object],[object Object],% Agree (Top 3 Box) Base: Practitioners n=615

Traffic Counts are the Most Common Measurement Tool ,[object Object],How do you measure against those objectives? Base: Practitioners n=615

The Practitioner-Only Context Monitoring

Do you monitor how your business or products are being discussed in social media? Would you say that you ... Few Monitor Social Media ,[object Object],Have a Monitoring Tool 30% Base: Practitioners n=615

How much do you agree or disagree with each of the following statements? Few Know What is Being Said About Their Organizations ,[object Object],[object Object],% Agree (Top 3 Box) Base: Practitioners n=615

How much do you agree or disagree with each of the following statements? Few Know the Bloggers Who Discuss Their Organization ,[object Object],[object Object],% Agree (Top 3 Box) Base: Practitioners n=615

How much do you agree or disagree with each of the following statements? Few Know Who Their Influencers / Opinion Leaders Are & Who to Approach to Engage ,[object Object],% Agree (Top 3 Box) Base: Practitioners n=615

Corporate Support of Social Media

Does your company or organization encourage and endorse dialogue or open online conversation on issues in your industry? Half of Organizations Encourage Open Dialogue ,[object Object],[object Object],Base: Practitioners n=615

How much do you agree or disagree with each of the following statements? Use of Social Media is Supported ,[object Object],% Agree (Top 3 Box) Base: Practitioners n=615

Do you have a budget devoted specifically to social media? Few Have Budget for Social Media ,[object Object],[object Object],Is this budget for social media more or less than what it was last year? Base: Practitioners n=615

Do you expect to have a larger or smaller budget to spend on social media next year? One-Quarter See Their Budget Increasing ,[object Object],Base: Practitioners n=615

Social Media Releases and Standards

Half are Aware of Social Media Releases; Few Use Them ,[object Object],[object Object],Are you aware of social media releases? How frequently do you use social media releases? Is it ... Base: Practitioners n=615

To what degree do you support social media standards? Social Media Standards are Supported ,[object Object],Do Not Support Standards 6% Support Standards 69% Base: Practitioners n=615

Social Media Reality Check

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