FedEx and Ketchum Look Inside Social Media Strategies of Leading Brands
How can I say that with such confidence? Because all (100 percent!) of the 62 leading companies polled in a recent survey reported some degree of social media engagement, regardless of industry.
The survey, conducted jointly by FedEx and Ketchum, also revealed that the way companies approach social media is maturing. Based on the survey results, it appears that companies now fully recognize that social media:
- is distinct from traditional marketing channels,
- demands unparalleled integration across business functions,
- requires new levels of transparency, authenticity and conversation, and
- must be part of a comprehensive marketing plan that includes online and offline strategies.
The study provides a behind-the-scenes look at how some of today’s most popular brands are approaching social media. I was also interested to see that:
- Externally, the most commonly leveraged social media platforms are Twitter, Facebook and YouTube. As one survey respondent says in the report, “If you’re not there, you’re noticeably absent. It’s here to stay and there’s no use ignoring it.”
- The most common external objectives included: generating word of mouth advocacy, developing brand loyalty, addressing customer care, sharing information with customers and media, supporting product/service launch/sales.
- Although B2B participants generally lagged behind B2C, they’re eager to ramp up participation.
- There is a growing interest in internal social media applications to help facilitate collaboration across the enterprise.
- Companies continue to struggle to determine social media’s impact on business performance. Proving ROI remains elusive, although survey participants agree that looking solely at metrics such as “followers,” “friends,” or “views” is not sufficient.
The 39-page report, titled Leading Brands and the Modern Social Media Landscape, is chock-full of insights and case studies. You can download the full report here.