According to a recent Ragan/NASDAQ OMX Corporate Solutions survey, 65% of respondents do social media on top of their other duties. Of the 27% who handle social media exclusively, nearly 83% work on teams of three or fewer.
Social Media Job Responsibilities (% Share; November 2012) | |
Responsibilities | % of Respondents |
Team for social Media | 27% |
No team; tasks on top of current responsibilities | 65 |
No team; outsource social media efforts | 3 |
Both team and outside agency/planner | 5 |
Source: Ragan/NASDAQ, November 2012 |
Additional major findings in key areas are summarized in the report:
Numerous departments are “involved” in ownership of social media responsibilities. Slightly more than 70% of respondents say marketing is involved, with 69% reporting that public relations played a role. Corporate communications trailed, with 49%.
Most organizations don’t have an employee who focuses exclusively on social media. 65% of respondents do social media on top of their other duties. For those who do social media exclusively, nearly 83% work on teams of three or fewer. 42% say only one person works exclusively on social media, while only 9% report teams of more than six people.
Team/Individual Size for Those Working Exclusively on Social Media | |
Team Size | % of Respondents |
1 | 42% |
1-3 | 40% |
4-6 | 9% |
6+ | 9% |
Source: Ragan/NASDAQ, November 2012 |
68% of respondents didn’t expand their social media department in 2012, and 78% don’t plan to hire in 2013. 25% of respondents say an intern helps with some aspect of social media, while the remainder responded “No way!” Of those who have interns involved, Facebook is the most popular place for them to help out, with 78% participating. That compares with 69% for Twitter and 29% for YouTube.
Interns Assigned Involvement | |
Media/Responsibility | % of Respondents |
78% | |
69% | |
YouTube | 29% |
Blog posts | 28% |
22% | |
19% | |
Creating online articles | 19% |
Google+ | 16% |
11% | |
Flickr | 9% |
Other | 9% |
Foursquare | 5% |
Tumblr | 4% |
Source: Ragan/NASDAQ, November 2012 |
Regarding qualifications for hiring for social media responsibilities, 45% say they rely on a combination of degree and experience; 25% weigh experience above all; 18% consider writing skills foremost. Only a few say they rely on degree alone. 47% sought one to three years of experience, 44% required three to five years, 9% wanted more than that.
An education in communications (77%) or public relations (76%) is most highly valued (multiple response OK). Only 20% felt English majors would be better candidates, compared with 42% for journalism.
The report says that 69% are dissatisfied or only “somewhat satisfied” with how they measure social media. Only 26% are satisfied, while 5% are very satisfied.
86% of respondents said they measure social media interaction and engagement, including followers, fans and “likes.” 74% track Web traffic, while 58% measure brand reputation. Many respondents felt there is no industry-accepted tool to determine the value of social media efforts. Those say they rely on impressions and general feedback.
Measurements Included In Tracking Social Media | |
Measurement | % of Respondents |
Interaction/engagement (followers, fans, likes, etc.) | 86% |
Web traffic | 74% |
Brand reputation | 58% |
Customer service/satisfaction | 41% |
New leads | 40% |
Sales | 31% |
Source: Ragan/NASDAQ, November 2012 |
86% of respondents monitor what’s being said about their organization, while 77% monitor industry news, trends and events. 57% monitor their competitors. Some organizations only monitor and respond to posts on their pages, rather than seeking out tweets and other social media comments, says the report.
Nearly 59% use free tools for measurement, while 35% use both free and paid. 6% rely on paid alone. Among paid tools, HootSuite holds a plurality, with 31%, followed by Radian6 (25%). Many individuals did no tracking or couldn’t name their tools. 42% answered variations of “none,” “don’t know,” or “N/A” when asked what tools they use.
23% listed budgets (excluding salaries and benefits) of less than $1,000. About 27% had budgets exceeding $50,000, with just 14% exceeding $100,000.
Social Media Budget (exc. Salaries and Benefits) | |
$ in Thousands | % of Respondents |
$ 0-1,000 | 23% |
1-5 | 14 |
5-10 | 13 |
10-30 | 12 |
30-50 | 10 |
50-100 | 12 |
100+ | 14 |
Source: Source: Ragan/NASDAQ, November 2012 |
The reasons for the use of social media for marketing are varied, says the report:
The survey reveals a multi departmental approach to social media within most corporations, nonprofits and government agencies.
With so many departments involved, Marketing leads among those to whom social media reports, with 29%. The CEO ranks next, with 20% of respondents saying they report to that position. Corporate communications (18%) and public relations (17%) follow close behind.
For more information and complete PDF file, please visit here.
Presumably closer to the truth than those interest-driven surveys of social media agencies and tool-providers. Good work!