After a couple of journeys this week during which I was sat opposite people who banned any social media interaction in their companies…I was surprised to see emarketer reporting that 86% of people surveyed are using social media within their business.
How they are using is interesting
I found this chart interesting because I would have expected marketing to be higher, internal collaboration slightly lower and customer service again higher. I see social media in the future having a growing importance internal and especially externally customer service wise. I see social media much more suited to conversations rather than messaging…which means in the long run, the tools will create more value from a customer service front rather than a selling front.
In terms of how social media is used
Again I am surprised the integration is not higher as that makes sense, even if you use applications or social media sites as your main conversation hubs. However more worringly and possibly why there remains cynicism such as I faced this week, is the following graph
Now to me this is stupid! Never has it been easier to measure the success of your goals – and yet only 16% of people are measuring which actions work.