I stumbled across this fascinating piece of research:
The University of Massachusetts Dartmouth Center for Marketing Research recently released a longitudinal study examining Inc. 500 social media usage. The key result is in early 2008 77% of the companies surveyed were using online social media. This is is up from 57% in 2007.
The data was drawn from the US Inc. top 500 companies. I’ve little idea whether that would be replicated in the UK but unless you’re talking to clients you won’t know. What’s interesting to me is that while Forrester’s Jeremiah Owyang continues to be chief hand waver for all things social, the number of solid success examples remains limited, except as defined in anarrow marketing terms. But then large organizations – those upon whoch he tends to focus – tend to be risk averse and will not necessarily invest in the people and tools. That’s a pity because it seems the real beneficiaries of the newer means of outreach are the smaller businesses. OK – so they don’t have Sarbanes-Oxley to think about but that’s a poor excuse.
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