Social Media: What Most Companies Don’t Know {Harvard Business Review}

By Meghan Ennes | Harvard Business Review | Full Article

Social media has arrived, but companies still aren’t sure what to do with it. Fifty-eight percent of companies are currently engaged in social networks like Facebook, microblogs like Twitter, and sharing multimedia on platforms such as YouTube – but research from the Harvard Business Review Analytics Services report “The New Conversation: Taking Social Media from Talk to Action” [Report PDF; sponsored by SAS] finds that much of the investment in social is future-oriented. In the slides that follow, we’ll dive into this research, showing how most companies really use social media – and what the most effective users do differently.

HBR Social MediaAlthough 79% of the 2,100 companies surveyed are either using or planning to use social media channels, a measly 12% of those firms feel that they are using them effectively. These social media all-stars engage beyond the tired method of “shout marketing,” by using social more often to promote their brand, monitor trends among customers, and even research new product ideas.

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