Social Media: Getting By With a Little Help From Your Friends (and Tweets and Links)

Two recently-released studies highlight the increasing emphasis businesses – including professional service firms – are placing on social media. Booz & Company and Buddy Media’s  Campaigns to Capabilities: Social Media & Marketing 2011 and LexisNexis Martindale-Hubbell’s Global Social Media Check Up, produced in association with Burson-Marsteller, provide fascinating snapshots of the current state of social media with 100+ leading companies and 110 law firms, respectively. Facebook and Twitter are popular platforms across the board, it seems, with law firms favoring LinkedIn. In addition to reviewing the platforms respondents are using and what they are using them for (advertising, PR and customer service) Campaigns to Capabilities explores where the accountability for social lies. Social media responsibility is typically shared by multiple departments, but 81% of respondents reported that marketing has primary responsibly; a little more than a third reported having a senior executive responsible for social media company-wide. A significant part of the anticipated increase in social media investment will go towards in-house talent, with more than half of those surveyed saying that “hiring full-time employees”, especially in the areas of creative talent and community managers, was their leading investment focus. Looks like the war for talent has a new front.

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