Findings by Business Function
- Marketing uses social media largely to increase the number of consumers viewing its messages and to get consumers to discuss their positive experiences with the firm publicly.
- Sales functions use social media mostly to convert prospects to customers, and identify potential customers.
- R&D regards social media as a market research tool for getting feedback on new product and service concepts.
- Customer service functions see social media’s greatest benefit in that it allows them to respond personally to unhappy customers, and help consumers get guidance from other consumers on how to use the company’s products.
- Risk professionals see social media’s value greatly in its potential to highlight early trends in potential risks to the firm’s brand reputation.
- Manufacturing and operations respondents value social media most as a tool to detect possible shifts in consumer demand.