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《2010 social media business benchmarking study (abstract)（2010社会媒体业务基准研究(抽象)）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、2010SocialMediaBusinessBenchmarkingStudy(Abstract)(ResearchpapersDownloadNews)Anewstudyfoundthatinthepasttwoyears,theuseofsocialmediatoincreasethenumberofcompaniesnearlydoubledbyNielsenandCommunityEnginejointlylaunchedtheinaugural2010SocialMediaBusinessBenchmarkingstudiesshow70%ofAustra
2、lianbusinesseswillperformatthisyear’sportionofsocialmediamarketingcampaign,whilein2008thisfigurewasjust40%.ThestudywasconductedbysocialnetworkingtechnologycompanyCommunityEnginefundedbyresearchfirmNielsensurveyconductedinFebruaryandMarchthisyear,347organizationsintheinvestigation,whichi
3、sthefirsttimeonbusinesssocialmediausage,budgetsandmeasuringaspectsoftheinvestigation.researchshowsthatmanycompaniesareactivelyincorporatingamajorityoftraditionalmediamarketingbudgetstothenewsocialmediamarketingbudgets.biggestchangeisthepapermediamarketingbudgetwasreducedby47%,directmark
4、etingbudgetby33%.9Socialmediaisbecominganimportantmarketingtoolfortheorganization,themajororganizationsalsorecognizethatiftheydonothavesocialmediamarketing,itwilllosealargenumberofnetworkcustomers.However,thestudyalsofoundthatmanycompaniesdonotunderstandhowtomeasuresocialmediaROI(ROI).e
5、xample,29%ofcompaniessaidtheybothunderstandtheROIofsocialmediamarketingiswhat,donotknowhowtomeasureROI.CommunityEnginemanagingdirectorPiersHogarth-ScottsaiditwasAustralia’sfirstin-depthsurveyofrelevantorganizationssocialmediaparticipation,thefindingsoftheenterprisewillhavegreatsignifica
6、nce.Hogarth-Scottsaid:“ThesurveyshowsthatAustralia’scorporatesocialmedianotonlynoticed,butalsoitsownmarketingandbusinessasanimportantsupplement.”“Astraditionalmediaandcustomercontactandinteractionefficiency,marketingfundswillbeverywisetoturntosocialmedia,butalsoimportantissocialmediaeco
7、system(socialmediaecosystem)control,trackingand9measurement.”UsingsocialmediaSMEsector(numberofemployeeslessthan100)tobecomemorein2008,only32%ofSMEemployeestousesocialmedia,whilein2010thisfigureincreasedmorethandoubled,reaching67%.Largeenterprises(numberofemployeesmorethan100),
