“Many companies have yet to capitalize on social media’s ability to not only listen to customers, but analyze conversations and turn the information into bottom-line benefit.”
So says SAS in the findings of their survey of 2100 companies:
More than half of them are using social media.
75 percent did not know where their most valuable customers are talking about them. (That is truly astonishing. If you do nothing else, listen and learn)
31 percent do not measure effectiveness of social media. (Then you really can’t tell if it has value)
Only 23 percent use social media analytic tools. (Start with Google alerts and a NetVibes dashboard or Social Mention, for goodness sake)
A mere 7 percent are integrating social media into their overall marketing strategy. (Once you have the data, please use it)
Half the companies using social media see increasing awareness of the organization and its products and services as the major benefit. Yet only a quarter thinks it’s working – a perception possibly constrained by the low use of analytic tools.
23 percent agreed social media helped them monitor what was being said, few described measuring the frequency of discussion about the organization as a current benefit. Only 18 percent could identify positive and negative comments.
Could this perhaps be the reason companies complain about the lack of social media ROI?
You can download the survey here