Ever feel completely overwhelmed online? Like there are just too many social networks to participate in, blog posts to read, tweets to retweet, Facebook posts to like, Instagram photos to scroll through?
You’re definitely not alone.
Even, surprisingly, when it comes to companies and their digital presences. In a survey conducted by Ragan and NASDAQ OMX Corporate Solutions, just 13% of communicators said their organization was “an advanced, well-run machine,” while nearly two-thirds said they have more to learn and accomplish.
Another 23% called themselves “newbies.”
So it turns out, many in the field of social media marketing and communications are still figuring it out.
“Unless you’re at a top-five consumer brand or agency,” wrote one participant, “I don’t see how anyone can consider themselves advanced. It’s just growing too fast.”
The survey drew 2,714 total respondents from government agencies, nonprofits, and corporations with more than 50,000 employees.
So what sets those who succeed apart? According to David B. Thomas, senior director of content and community at Salesforce Marketing Cloud, the most advanced companies— among them giants like Dell, Cisco, and HP —have social media training programs, governance bodies, managers, and certification programs.
Not all companies can afford those initiatives, fiscally or in terms of staffing or time.
What about the platforms companies use most?
Facebook is by far the most popular platform, with 91% of respondents maintaining a Facebook page. Twitter follows closely, with 88%.
Many respondents mentioned social media not on the multiple-choice list, including Vimeo, WordPress blogs, redditt, Storify, StumbleUpon, Digg, and Picasa, plus international social media sites like Odnoklassniki, Mail.ru, and VKontakte (Russian) and Sina Weibo, Renren, and Youku (Chinese).
The survey may offer encouragement for those who feel they’re struggling to keep their head above water when it comes to social media.
(Image from Shutterstock)
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