Worldwide Study Shows Businesses Not Measuring Social Media
May 24, 2012,
SAN MATEO, Calif.-Satmetrix, a provider of cloud-based customer experience software, has released a study that shows the majority of business-to-consumer (B2C) and business-to-business (B2B) companies "are blind to the opportunities and threats of social media," a release said.
Among the social media study's findings were that 39 percent of businesses have no social media tracking in place, and of that number, 51 percent of B2B have no tracking compared to 22 percent of B2C companies surveyed. In addition, 67 percent of companies do not measure or quantify social media, and that increases to 75 percent for B2B companies. For companies that do quantify social media results, 56 percent just count the comments and followers, and only four percent have any sentiment analysis. Sixty percent do not have an integrated social media strategy (either do nothing, track or follow up only). However, 43 percent of North American companies have a follow-up process, compared to 25 percent in other regions.
The research was conducted in January 2012 with community members of netpromoter.com, and the results are based on 1,180 responses from worldwide businesses.