About this feature:

According to The Gilbane Group, social media encompasses a range of applications and services available to support communications, collaboration, and information sharing within an individual enterprise and beyond. Read this report and learn how companies across the United States are actually using social media and how they rate the effectiveness of various tools and technologies for communications, collaboration, and information sharing.

The Gilbane Group surveyed senior marketing executives and their direct reports across seventeen (17) different industries, targeting marketers, since all companies have marketing departments or people leading their marketing functions. The survey explores the use of fifteen different types of applications and services that constitute social media, for example, e-mail, podcasts, Web conferencing, social networking, online video, instant messaging, newsgroups/forums, and more. The focus was on medium to very large companies—$25 million or above in revenue and more than 250 employees in size—as these firms are most likely to be seeking solutions to their communications, collaboration, and information-sharing problems.

From this survey, Gilbane Group concludes that building successful communities requires expert moderators. SAP has been successful in changing its strategy and its image—by using community to reinforce a brand initiative and is now considered a leader in responsiveness and customer focus. Successful online communities often start with a single task but evolve to serve as models for tackling a broader range of business opportunities and challenges. Read this report today and learn how social media can work in your enterprise.


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