We asked the respondents who said at least two functions work closely together on social media to indicate which functions they were. Of these 462 respondents, the function mentioned most frequently by far was marketing (by 73%) – another statistic that shows marketing to be the epicenter of most companies’ social media activities. A distant second was customer service (50%), and a close third was sales (49%). (See Exhibit II-32)
Functions that should be collaborating closely on social media but aren’t include product management, IT (often the keepers of other important digital data on consumers), and especially R&D. Only in cases where two or more functions work closely together on social media (around one-fifth of respondents), R&D was mentioned as one of the collaborating functions.
The functions collaborating the least (in terms of number of respondents), were distribution, risk management, finance and legal; this suggests that the social media efforts at many companies may be at risk.
Exhibit II-32: Functions That Collaborate Strongly on Social Media
Marketing was at the top of the list in all regions but Latin America, where customer service was the most frequently mentioned function. (See Exhibit II-33)
Exhibit II-33: Who’s on the Cross-Functional Social Media Team (by Region)?
We also wanted to know the degree to which companies are sharing select social media data with channel partners like brokers, retailers, distributors, suppliers and other external companies that supply them or bring products to market. We believed most companies would want to reveal some consumer data (or even insights) with their channel partners to help them see what customers thought about products and services, product and service components, and practices.
But this wasn’t the case in North America and most of Europe. Only 29% of North American respondents share social media data with channel partners, while 34% of European respondents do so. However, in Asia-Pacific, about half the respondents share social data with external business partners, while 60% of Latin American respondents said they do so (including 95% of the Mexican companies we surveyed). (See Exhibit II-34)
Exhibit II-34: How Extensively Respondents Share Social Media Data with Channel Partners (by Region and Country)
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