The Center for Marketing Research at the University of Massachusetts Dartmouth shows dramatic uptake in social media usage by US companies. The study is based on a survey of Inc. 500 companies, fast-growing private companies based in the US, a group that is likely adopting new media more aggressively than traditional companies. The results compare response from 2007 to 2009 (full report here).
Reactions:
- Twitter wasn’t even on the survey in 2007. In 2009 it has already reached 52% penetration, the 2nd most commonly used category.
- In 2007, 43% of companies weren’t using a single social media platform. In 2009, just 9% are on the sidelines entirely.
- Companies’ plans to increase their social media presence are accelerating across the board. 44% of those not blogging have plans to begin blogging and 27% of companies without a Twitter presence plan to create one.
- Companies self-rated their success in Social Media very high in all categories. I have two follow-up questions: 1) how are they measuring success and 2) do their customers agree with these positive marks?
