This document provides a summary of a report comparing social media use between companies in North America and Europe. Some key findings include: - North American companies are more likely to use specialized tools to segment customer groups across social platforms. - Location of social media responsibility differs, with European companies more likely to locate it with 4+ executives compared to North American companies. - Content remains an important social media strategy, though engagement and analytics are also increasingly important. - The rise of social media has impacted internal business structures more for North American than European companies.

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A best practice report on the uptake
and integration of social media in 2013:
Conclusions drawn from over 300 surveyed
USM community members – comparing Europe
to that of their North America counterparts.
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NATIONAL
SOCIALMEDIA
MARKETING

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Welcome to our report looking at social update – on both sides of the pond.
Social media may transcend national boundaries, but the recent conclusions from our
media activity cross Atlantic.
Hello
Harry Rollason
Useful Social Media

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When it comes to social media, corporations are quickly realising that one size doesn’t
76%
58%
42%
30%
18%
91%
Building a Social Business

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through the strata of brand management.
actionable insights coming from millions of conversations.
Following Uncle Sam

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Does your business use specialist tools to segment and target groups of customers
across social platforms?
27% YES73% NO
27% YES73% NO
27.5% YES72.5% NO

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the genders and a clear preference for Facebook

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Household income, education level and race are all factors that need to be considered

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results.
and client needs, gaining insights into interests and behaviours and targeting engagement

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40% YES60% NO
39% YES61% NO
42% YES58% NO

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Has the continued rise of social media had an impact on your internal structure,
departmental organisation and responsibilities?
75% YES25% NO
68% YES32% NO
82% YES18% NO
Who controls social media?

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Where businesses locate social media responsibility
4+ executives
in a professional
capacity
57%51%
There has also
been a noticeable
jump in companies
using social in
a professional
capacity 36%
42%

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35% YES65% NO
36% YES64% NO
33% YES67% NO

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organisational silos.

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36% YES64% NO
32% YES68% NO
40% YES60% NO

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Content is still king

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Do you have a content strategy in place?
67% YES33% NO
65% YES35% NO
70% YES30% NO
has been true for years. This remains true as sales begins to use the same social channels
on both social and traditional channels.

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36% YES64% NO
34% YES66% NO
28% YES61% NO

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are obtained.

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organisations.
data analysis tools have become freely available to all.
Conclusions

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aptive audiences
universities.

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