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How the top 500 companies in Germany use social media

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In our study entitled ‘Social Media Excellence’ we teamed up with the University of St. Gallen to personally interview some 100 executives from Germany’s 500 largest, highest-revenue companies on the topic of social media.

The result is a comprehensive analysis that shows companies are indeed well aware of the importance of social media.

Nearly one in two of the nearly 100 experts interviewed associates the social media with transparency, authenticity and a new philosophy of communication. At the same time, respondents see the social media as synonymous with societal change, as social relations and communication occur between partners, at eye-level. Also, almost all participants expect a further increase in the importance of social media in the communications mix.

However, at this point the social media are used mainly for marketing and corporate communications. Their potential for creating value in customer relationship management, human resources, and innovation and sales processes is barely exploited.

Key findings of the study:
• Although more than 80 percent of participants feel that the social media are all about ‘dialogue and interaction’, in practice it is very rare for most of the offerings and processes to be targeted at dialogue.
• Companies are only just beginning to interlink the social media with their own business processes.
• Only in rare cases are results generated that pay into ‘hard’ business objectives.

The over 50-page full report on the findings (in German) can be requested free of charge from: www.social-media-study.com


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