Results of a survey taken in June 2011 with 1080 respondents. Information on how working-age Finns use social media channels privately and at work.

1. Social media use in FinnishworkplacesSurvey, June 2011byPrewise and Frank Communications

2. How the surveywasdone Whatwas the objective? To find out howworking-ageFinnsuse social media Whocarriedit out? Frank Communications and Prewise Whatwas the method? Internet survey, invitationssentby e-mail and through social media channels Whotookpart? N=1,080 93% responded to e-mail invitation 83 % use social media channels 67 % aged 35-54 years 42 % are top ormiddle management 30 % work at publicsector 43 % work in organisations with morethan 1,000 employees

3. Mostpopular social media channel: company-specificservices Mostpopular (used at leastweekly) Company-specificservices (83 %) Facebook (63 %) Informationservices, e.g. Wikipedia and Quora (51 %) Video sharingservices, e.g.YouTube and Vimeo (51 %) Leastknown Plaxo (79 %) Foursquare (70 %) Directories, e.g. StumbleUpon (69 %) Note: 59 % of respondentsarefamiliar with Twitterbutdon’tuse it.

4. Workplaceusefocuses on work-relatedservices

5. Favouritespare-timeactivity: sharingknowledge

6. Popularboth at work and home

7. Social media aredeemedimportant Approximatelyhalf of the respondentsregard social media as important to themboth at work and at sparetime 35 % donotregardthem as important

8. Social media help to keeptrack of things Mostimportantpersonalreasons for social media use Finding and sharinginformation (71 %) Following news (63 %) Keeping in touch with friends and relatives (44 %) Leastimportantpersonalreasons Recruitment (87 %) I tellpeoplewhere I am and what I do (83 %) I discussevents in my life (81 %) I feel I am part of a largercommunity (75 %) I publish my company’s news (73 %) I look for jobs (73 %)

9. Freecomments: ”this is how I use social media” ”I influencepeople and society” ”Networking with professionals in my field” I googleand look for information on clients and competitors” ”Findingservices: handyman, cleaner, seamstress” ”Charity”

10. Privacyissuesgreatestobstacle for social media use Key obstacles I don’twant to shareinformationaboutmyselfonline (70 %) I don’twant to shareinformationabout my employeronline (57 %) I preferotherways of keeping in touch (53 %) I don’ttrust the data security of social media services (52 %) I don’thavetime (52 %) Leastimportantobstacles I don’tknowhow to use social media services (78 %) I’mafraid my employerwillget a bad impression of me (77 %) My employerfeelsnegativelyabout social media services (73 %)

11. Freecomments: ”thisprevents me fromusing social media” ”The use of social media services is strictlybanned at my workplace, eventhoughtheywouldaddvalue to the work” ”My employerhasnotallocatedresources to additionaluse of social media” ”I don’tknowwhere my employerstands on social media” ”I don’twant to share my private life online, only my work life”

12. Privacy is stronglyprotected I considercarefully, whatinformation to publish (91 %) I considercarefully, whom to include in my networks (83 %) I utiliseprivacysettings and limit the visibility of informationconcerning me (70 %)

13. Spousesareaccepted as contacts Note: morethan 50 % wouldaccept a friend of a friend as a contact.

14. Sellingsomething? Don’tcontact me

15. Workdilemmasstay at the workplace 85 % wouldaskadvicefrom a colleaguethrough a company’sinternalservice Only 6 % wouldask for advice in a completely open publicservice

16. Social media usecontinues to grow

17. Freecomments: ”this is what social media means to me” ”Professional community, contact with professionalswhomitwouldbenearimpossible to comeacross IRL” ”Protection of privacyorlackthereof is a threat” ”Blogsgiveyouproductreviews and tipsfrompeople, notfromcompaniespluggingtheir products” ”From a companystandpoint a means to engagewhere a largepart of ourcustomershaveconversations and influencetheirfriends’ buyingdecisions” ”I follow the FB pages of companieswhosebrands I havebecomeattached to. Companies’ level of activity in social media is key to howtheirpublic image develops”

18. Internalguidelinesmost common way to definecompanyuse

19. Freecomments: ”this is howweuse social media” ”Social media usecanbeconsideredifithelpsourorganisationmoveforward” ”The use of social media at work is strictlyforbiddenifit’snot an integralpart of yourjobdescription” Manyrespondentsalsostatedthat a social media strategy is currently in the worksorthat social media usehasnotbeendefined in anyway.

20. Guidelines and practices on the increase In a 2009 surveybyPrewise, managersexpressedconfusionoverlack of guidelines and the newness of social media 56 % of the companiessurveyedhad no guidelines for social media use 37 % hadsometype of guidelinesorpractices

21. A channel for informationgathering and communication Informationgathering (63 %) Externalcommunication (62 %) Internalcommunication (57 %) Marketing (54 %) Distribution of productinformation (53 %) Employerprofilemaintenance (51 %) Note: Crowdsourcing is usedregularly in 28 % of respondents’ workplaces

22. Freecomments: ”this is how social media couldbeuseful” ”Sharinginformation with SharePoint, Skype, perhaps an internalwiki and LinkedIn to someextent” ”Marketing trendresearch, PR” Dialogue with citizensregardingcurrentlegislative and developmentprojects” ”Interface to customers, partners” ”Training, orientation, service and productdevelopment” Recruitmentwasalsomentionedseveraltimes.

23. Social media channelsmostused in organisations Instantmessagingservices, e.g. Yammer, MS Messenger (66 %) Discussionforums (59 %) Documentsharingservices, e.g. SharePoint, Google Docs (57 %)

24. Top management is in charge of social media Top management (52 %) PR/communications (48 %) ICT (39 %) Marketing (24 %) Business unitsindependently (19 %) Don’tknow (15 %)

25. Resources and data securitygreatestobstacles Note: only 6 % statedmanagement’slack of interest as an obstacle to social media use.

26. Freecomments: ”theselimitour social media use” ”Key personnellack the skills and thosewhodohaveskillslack the power to movethingsforwardorcreate the necessarynetworks” ”I feelthat in ourorganisationeverything new is regarded as a potentialthreat to security. Onlywhensomethingbecomesestablished, canweconsiderusing it.”

27. Social media usecontinues to grow

28. Freecomments: ”this is how social media willdevelop in the workplace” ”Public-sectororganisationswillbecomeincreasinglyinvolved. Externalclientswillbecontacted. Employerprofileswillbebuiltusing social media. A modern, forward-lookingorganisation is involved in social media” ”Internal social media channelswillbecome business as usual, SharePoint etc. willreplaceharddrivestorage” Wehave a specificmarketingcommunicationgroupthatcontinuouslydevelopse.g. customerservice, PR and training, competitions etc. Wereceivemoredetailedreports and feedback, and consumerscanbecomedirectlyinvolved in e.g. productdevelopment. Speedsupe.g. handling of complaints”

29. Want to hearmore? Frank Communications Tel. +358 (0)9 4241 3377 frank@frankcommunications.fi http://frankcommunications.fi Frank on LinkedIn http://twitter.com/frankcomms