Comparing Results Across Four Regions of the World

Comparing Results Across Four Regions of the World


  • Most consumer companies have become serious about social media in just the last three years
  • Companies will spend an average of nearly $19 million per company this year on social media, and will increase that to $24 million by 2015
  • 56% of respondents have measured the return on social media investments, and most of them say it has been positive
  • Marketing and customer service are the functions that most regularly view consumers’ comments on social media; R&D, manufacturing and finance do so infrequently
  • More than two-thirds (68%) of the respondents centralize social media activities at the parent company or in each division; marketing controls social media in 35% of companies surveyed; no other function comes close
  • A minority (42%) believe their company’s organizational structure for social media activities is effective or highly effective, and 51% say they’ll likely reorganize them by the end of 2014
  • In three-quarters of companies, three or fewer business functions collaborate closely on social media; in only a quarter do four or more functions work closely together
  • The three biggest success factors for using social media effectively are protecting consumer data, having a corporate culture that values consumer opinions, and responding rapidly to consumers who have issues about a company or its products


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