Nora Ganim Barnes, Chancellor Professor of Marketing & Director, Center for Marketing Research, University of Massachusetts talked at the Gilbane conference about a recent social media study of Inc. 500 companies. Interesting stats based on familiarity and use of six forms of social media — blogging, message/bulletin boards, online video, social networking, podcasting, wikis. In 2007 56% were using at least one type of social media and in 2008 77% were — a big jump. Much bigger than Socialtext’s study of corporate blogging in Fortune 500 companies — 8% in 2007 and 12% in 2008. With Inc. 500 study, blogging was 19% in 2007 and 38% in 2008. The Inc. companies current measures of social media success: hits/page views, awareness, customer satisfaction, feedback/comments, lead generation, revenue, sales, word of mouth. Reasons for getting into social media: communication, add value, product/brand awareness, keep up with trends/competitors, product demos, more cost effective and productive form of marketing.
- Yahoo! Research on Search
- Preditions — CM