As we’ve shown in previous sections, the use of social media has not received equal attention by all key functions in a company. Section II illustrates that the marketing function view consumer comments in social media far more than any other function.
To get a deeper understanding of how a number of business functions (marketing, sales, customer service, R&D, finance, risk management, product management, distribution, and manufacturing and production) were or were not using social media, we asked respondents in each function two questions:
- The extent to which they use social media to accomplish key goals for their function (scale of 1-5, from no extent to very high extent).
- Their success in using social media to achieve those goals (scale of 1-5, from no benefits to very high benefits achieved).
The numbers that follow combine the functional responses on a global basis. We begin with marketing.
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