In 2009, 91% of America’s fastest growing private companies were using at least one social media tool generating belief that early adopters held the key to marketing success.
Statistics released by the University of Massachusetts Darmouth’s Center for Marketing Research (and reported by eMarketer this week) show the Inc. 500 companies have this year embraced social networking, Twitter and blogging and were “measuring hits, comments, leads or sales as primary indicators” with at least an 87% success rate.
While encouraging, I was surprised to see that only 68% of companies were monitoring mentions of their brands. At Daemon Digital we recommend this as the no risk, toe in the water, introduction to social media that every company should integrate into their marketing plans.
This would mean that at least 23% of those companies surveyed are tipping the scales towards broadcasting instead of listening which is disheartening in light of the rest of the results.
The report also shows what social media technologies those surveyed plan to adopt, the importance of these technologies for a business/marketing strategy, social media policies and the use of social media to communicate with suppliers and partners.
NB: Participation in the research has been noted as statistically valid at +/- 7%