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FedEx and Ketchum surveyed 62 of the biggest brands to evaluate corporate social media use, including: Michelin, Kraft, AT&T, Cisco, Renault, Ford, Mars, Philips, Procter & Gamble and Pepsi.
All brands were active on at least one social channel and generating word of mouth, building brand loyalty, strengthening customer relationships and providing information for all stakeholders were common objectives.
So that’s the theory – and in practice?
Participants were categorised into three groupd based on the sophistication of their social media approaches: leadership, participation and observation. Just 10% of brands surveyed saw social media as a leadership tool. These trailblazers were using social media at every level of communication, innovating on new social channels and had three or more in-house social media specialists.
The majority (75%) were participants that waited for others to test the waters before implementing social media tools. These brands had at least one in-house specialist and staff engaged in social communication but they also relied on agency expertise. The remaining 15% were observers that used social media tools at some levels of communication and employed agencies instead in-house specialists.
The survey also found that social media spend will increase in 2011, which has been widely tipped as the golden year for brand participation – but at what level? Will you be a leader, participant or observer – does it really matter as long as you are delivering the right strategy for your brand?
[...] from Ketchum and FedEx recently concluded that most brands have adopted a ‘wait and see’ approach to social media. [...]
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