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DMA's Social Media Council Releases Current Trends in Social Media
Nearly 60% of Respondents Believe Social Networking Can Have a
High Impact on Brand Awareness
New York, NY,
June 10, 2009 — The Direct Marketing Association’s (DMA) Social Media Council (SMC) today released its first-ever Social Media Survey. The survey was developed and deployed in partnership with HeadMix, a leading social business software provider designed specifically for the demands of both the employer and the internal workforce.
“These survey results will help quantify the benefits of internal and external social media and social business software,” said Neil O’Keefe, DMA vice president, catalog & multichannel merchant segments. “Both marketers and businesses will benefit from these results by capitalizing on the power of direct and digital centric marketing in the multichannel landscape.”
The survey results provide community awareness of how social software is being utilized today, and helps marketers gain an understanding of future internal and external social media strategies. With over half of the respondents considered top management at their respective companies, the results present a realistic snapshot of the way social media and its effects are perceived by corporate decision makers.
“This latest survey, which includes nearly 40 percent of the Fortune 100, details that the majority of organizations surveyed believe they need to complement their external social media strategy by deploying internal social networking software that enables workforce collaboration and communication,” said Robin Bordoli, chief executive officer, HeadMix; founding member, DMA’s Social Media Council. “Over 70 percent of organizations feel they need to be live within the next 18 months. The perceived values of social software for business were increased innovation, customer insights, improved culture, and employee productivity.”
SMC’s inaugural survey underscores their mission to provide a unique opportunity for marketers to share their online experiences, learn from experts how to best utilize the social media channel in establishing and promoting brands, and successfully integrate social marketing into an overall marketing plan.
The survey revealed:
· Nearly 40 percent of respondents currently have social media trials underway.
· Over 70 percent of companies surveyed are already using external social networks for collaboration purposes.
· Almost 60 percent of the survey respondents think social networking can have a high impact on brand awareness.
· Of the top emerging technologies, companies surveyed believe external social networks have the most potential value to their respective organizations.
· More than 45 percent of respondents believe social networking can have a high impact on capturing customer insights.
The survey was conducted through an email invitation sent to over 3,000 companies in April and May of 2009.
SMC’s Social Media Survey is available for download, free of charge, by clicking here.
Employees of DMA member companies can join the Social Media Council by clicking here. Those looking to learn or share insights regarding social media are encouraged to join DMA’s Social Media Council on LinkedIn here.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the
HeadMix is a leading Social Business Software platform designed specifically for the demands of both the employer and the internal workforce. HeadMix redefines how companies communicate by connecting employees to internal communities of information and expertise hidden throughout their organization. This allows the daily workforce to collaborate, share, and innovate throughout the work day. HeadMix is driving business growth by enabling the workforce to work smarter. The benefits include organizational innovation and development, increase employee productivity and activity, increased employee engagement, reduction in training costs, and reduced employee turnover. HeadMix's social business software enables vibrant communities for both mid size businesses and Fortune 50 employers like Best Buy.
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