â–¶ Social Media Sea Change: A study by Access Communications on social media usage in corporate communications found that nearly all senior-level corporate communicators surveyed (87%) expect social media to change significantly or dramatically how corporate communications teams reach their target audiences. Additional findings include:
• 89% intend to increase their investment in social media in the coming year.
• 51% say their Twitter usage and capabilities are highly advanced, and 40% say their Facebook usage is highly advanced. Only 30% said that about YouTube usage and 12% about LinkedIn.
• 58% consider social media important for pitching journalists; 65% for securing media coverage; 60% for driving event attendance; and 69% for managing a crisis. Only 38%, however, actually have a social media crisis communications plan in place.
• Many believe social media can help drive Web site traffic (85%) and engage customers (83%), but only 45% consider social media useful or effective at selling products.
• One in five, however, have never attempted to use social media for common communications and marketing-related activities, including to generate sales (22%), drive trial or usage (23%) or source new employees (22%).
Source: Access Communications
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