MR+2010-1+social+media

MR+2010-1+social+media - 8 Spring 2010 How do the most...

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Unformatted text preview: 8 Spring 2010 How do the most successful companies use social media? By Nora Ganim Barnes marketing research 9 Tweeting and to the top blogging The Center for Marketing Research at the University of Massachusetts Dartmouth, under the direction of researchers Barnes and Mattson, recently conducted a new in-depth and statistically significant study on the usage of social media in fast-growing corporations. This new study revisits the Centers study of Inc. 500 social media usage for the third consecutive year, making it a valuable and rare longitudinal study of corporate use of these new technologies. (For a complete list and executive summa- ries see www.umassd.edu/cmr.) The new study compares adoption of social media over the last three years (2007, 2008 and 2009) by the Inc. 500, a list of the fastest- growing private U.S. companies compiled annually by Inc. magazine. The 2009 Inc. 500 list was released in the September issue of Inc. magazine. In this third iteration, 30 percent (148) of the Inc. 500 participated. The companies include five of the top 10, 12 of the top 25 and 38 of the top 100 companies from the Inc. 500 list. All interviews were conducted with the chief marketing officer or other marketing professional at each company. Questions probed respondents about their familiarity with six prominent social media tools (blog- ging, podcasting, online video, social net- working, message boards and wikis). This included the popular micro blogging service Twitter and other popular social networking sites like Linkedin, Facebook and MySpace. Respondents were also asked about their usage, level of success and their intention to adopt the social media technologies they were not currently using. The latest version of the study also includes new questions on the use of social media tools for recruiting and evaluating employees. 10 Spring 2010 Executive Summary about their perceived level of success with tools they were us- ing now. The research question concerning the importance of social media to each responding companys marketing strategy was repeated in this third year of research. The latest version of the study also includes new questions on the use of social media tools for recruiting and evaluat- ing employees as well as for communicating with stakehold- ers other than customers. More detailed questions about the responding companies corporate blogs and social media policies were also included for the first time. Findings As in the past, respondents were asked to rank their fa- miliarity with each technology from very familiar to very unfamiliar. The social media that was most familiar to the Inc. 500 in all three studies is social networking....
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MR+2010-1+social+media - 8 Spring 2010 How do the most...

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