Leveraging #social media - one #hashtag at a time


Social interaction with customers is growing, and more and more businesses are realizing the importance of social media, according to a new study from FedEx and Ketchum.

The study, which is a follow-up to a 2010 study on the same topic, found that business executives believe they have the framework in place to support customers’ online needs, although it notes that many companies have been slow to adjust from simply having a social media presence to generating  social media interaction.

“The rise of social media is both the biggest business communications challenge and opportunity in decades,” said Bill Margaritis, senior vice president of global communications and investor relations at FedEx. “Our survey provides a dynamic look at how business is evolving and expanding its social platform use, what’s working so far, and what might be next. Younger audiences in particular expect to interact with businesses this way; businesses building for the long-term will benefit by learning from our findings.”

Fifty-five communications and marketing executives at companies in the U.S. and internationally and 30 communications and social media thought leaders were interviewed for the study.

According to the research, the businesses believe “they are particularly effective at strengthening relationships among customers (51%), the general public (52%) and partners and suppliers (40%).

Even still, not everyone is convinced of social media’s power. In May, General Motors announced it was pulling its advertising from Facebook because it was not seeing the return on investment. Ford and Coca-Cola responded shortly thereafter professing their support for the social network and its abilities in brand promotion. GM has since stated that it intends to return to Facebook.

But while the ultimate affect of social media advertising on sales is still being debated, the role of employees in company branding efforts is not. This is a shift from the previous study, and the public perception that companies want to limit, almost control, their employees’ use of social media. There have been countless stories of people who have been fired for posting negative comments about their employer on Facebook. But that is now changing as companies embrace the use of social media by employees.

In the 2012 survey, 85% of the companies who use social media to engage employees reported that employee participation in their organization’s social business efforts increased over the past 12 months.

“Companies today recognize that employees are often their most passionate, credible and impactful brand ambassadors, both internally and externally, and are designing communications strategies that reflect that reality,” said Tyler Durham, partner and managing director of Ketchum Pleon Change. “The 2012 study revealed significant movement among those analyzed in the area of internal social connections on two fronts: internal engagement between the company and its employees, and empowerment of employees to represent the brand externally. Both approaches support the move toward true social business and will ultimately foster real business results in terms of employee retention, engagement and productivity.”

For trucking companies, it’s important to remember that social media can and does play a role in their reputation and branding. But that role is only one part of the equation. In fact, social media branding and engagement is driven by, of all things, employees.

Brands are built by word of mouth as much as any advertising campaign. Social media is the new word of mouth and companies need to embrace it. But there is little any company can do to limit negative comments other than to provide a welcoming and warm work environment in the hopes that its employees feel the same.

Companies can, and should, build their social brand, but that branding effort is only as strong as the overall attitudes of the company’s employees. Remember, employees will always tell others about their experiences – for better or worse.

More information, including the study’s full findings, can be found at http://www.2012socialbusinessstudy.com.

Discuss this Blog Entry 25

on Dec 21, 2012

the social media can help a lot ... it's importance can not be underrated....

on May 6, 2013

supplier of 3D printing, rapid prototyping, rapid manufacturing, plastic fabrication, tooling, CNC and injection molding services.prototype China

on May 22, 2013

s There are true authentic item resource online internet directories which might be qualified by the bbb. With these online internet directories you will discover out not only by far the most amazing below common products resources zte v970, but you will discover out top strategy China suppliers common solution resources and decreased provide producers everywhere zte grand era v985.

on May 29, 2013

The SNS has affected the global!
Our Electronics online website are do it with http://www.dbuying.com
facebook: https://www.facebook.com/dbuying

on Jun 20, 2013

To help you be the latter instead of the former, the eGenieNext Digital Strategy team and I will be offering tips and tricks in a series of posts starting today, complete with guidance and case studies to help you better navigate how to use social media marketing services for your business and connect with your customers. We’ll start small and drill down over time.

on Sep 2, 2013

Sometimes it is very hard to find good content on this topic. But your blog is my way to desired information, my problem is solved now. Thanks for posting something worth reading. cipto junaedy

on Jul 5, 2013

I have explain so many article of this site in which some of them were very intresting and inspiring.This article has good title with good description.
India Seo Wordpress Designs

on Jul 27, 2013

Now, it is the main source of marketing strategy for many online businesses. SifaGroup Web Design

on Aug 5, 2013

PR departments face significant challenges in dealing with viral negative sentiment directed at organizations or individuals on social media platforms which may be a reaction to an announcement or event.
visit this page

on Aug 31, 2013

I might additionally It was unquestionably intriguing for me to read the post. I like your diligent work you did on this post.Really social media is become important in now days. Buy YouTube Subscribers

on Sep 2, 2013

engage employees reported that employee participation in their organization’s social business efforts increased over the past 12 months. american fridge freezer

on Sep 4, 2013

That is a transfer from the preceding research, and also the open public understanding that will corporations desire to Buy link wheel services to better options for your blog zreduce, virtually manage, their employees’ use of social media marketing. We have seen countless testimonies of individuals who have also been fired for placing damaging reviews regarding their workplace upon Zynga. Nevertheless that is at this point adjusting because corporations take hold of using social media marketing by staff members.

on Sep 4, 2013

I feel strongly about this and so really like getting to know more on this kind of field. It should be really useful for all of us.
Gatwick Airport Car Parking

on Sep 7, 2013

Good information! I have been looking for information like this for a while now. Thanks!One Balmoral

on Sep 9, 2013

I think that your perspective is deep, its just well thought out and really fantastic to see someone who knows how to put these thoughts down so I think that your perspective is deep, its just well thought out and really fantastic to see someone who knows how to put these thoughts down so

on Sep 9, 2013

I think that your perspective is deep, its just well thought out and really fantastic to see someone who knows how to put these thoughts down so Marseille

on Sep 18, 2013

You have done a great job. I will definitely dig it and personally recommend to my friends. I am confident they will be benefited from this site.
tempurpedic mattress reviews

on Oct 29, 2013

Social media is one of the hottest and famous websites world-wide. It is been used for personal uses such as by means of communication and business purposes.

Networking site is perfect for online marketing to promote your products and services.

on Sep 23, 2013

On social media hash tags helps us in searching from others. Any business owner or the company can easily get traffic by doing this over social media. buy facebook friends cheap

on Oct 10, 2013

Blog gave us useful information to work. You have done an amazing job!
curation soft 3.0

on Oct 24, 2013

A great post with the necessary points and factors that ultimately cross with the point owned.
social publicity
And we specialize to cover the re should points with the right race.

on Oct 25, 2013

The connected portions to the watch member locate after the right control system.
buy youtube likes

on Oct 28, 2013

I pursue to have a second look into my web log so you can polish the information..The Hillford

on Nov 10, 2015

Your right, social interaction with customers is what Google wants these days, and more and more businesses need to realizing the importance of social media. If content is King, the social media is Queen! -ClevelandSeoGuy

on May 24, 2017

Blog gave us useful information to work. You have done an amazing job!

Please or Register to post comments.

Blog Archive

Sponsored Introduction Continue on to (or wait seconds) ×