shrm survey findings: an examination of how social media is embedded in business strategy and...

SHRM Survey Findings: An Examination of How Social Media is Embedded in Business Strategy and Operations ©SHRM 2011

January 2012

SHRM Survey Findings: An Examination of How Social Media Is Embedded in Business Strategy and Operations


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Who is responsible for leading workplace social media activities? Marketing (35%), information technology (IT) (17%), HR(14%) and management (corporate/senior) (14%) were the groups most likely to lead their organization’s social media activities.

What percentage of organizations have staff dedicated to social media efforts? Overall, 12% of organizations indicated they employ at least one full-time employee, such as a social media director or officer, who is dedicated to the organization’s social media efforts.

What percentage of organizations have a social media strategy? More than one-quarter (28%) of organizations have a social media strategy. Larger organizations—those with 500 to 2,499 employees (35%), 2,500 to 24,999 employees (38%), and 25,000 or more employees (54%)—and firms with multinational locations (37%) were more likely to have a social media strategy than smaller firms and those with U.S.-based operations.

Key Findings


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What percentage of organizations measure the return on investment (ROI) for their social media efforts? Overall, 21% of organizations reported using analytics or reporting tools to measure the ROI for their social media efforts. Organizations with multinational operations (36%) were more likely to use analytics or reporting tools than were those with U.S.-based operations (16%).

Do organizations monitor the social media activities of their workforce? Yes; 39% reported monitoring employee social media activities on company-owned computers or handheld devices. Organizations with 100 or more employees and publicly owned-for profit companies were more likely to monitor the social media activities of their employees.

What percentage of organizations use social media for internal communications? Overall, 20% of organizations reported using social media for internal communications, such as between employees who work at the same location, different locations or work off company premises. Larger organizations—those with 500 to 2,499 employees (23%), 2,500 to 24,999 employees (31%), and 25,000 or more employees (42%)--and firms with multinational operations (28%) were more were more likely to use social media for internal communications compared with smaller firms and firms with U.S.-based operations. The top three ways social media was used for internal communications were information sharing (79%), information delivery (68%) and group discussion (49%).

Key Findings


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What percentage of organizations have a formal social media policy? Overall, 40% of organizations have a formal social media policy. Smaller organizations (99 or fewer employees) were less likely have a policy compared with organizations with 100 or more employees.

The most frequently cited elements included in these policies were 1) a code of conduct for employee use of social networking environments for professional purposes (68%), 2) a code of conduct for employee usage of social networking environments for personal purposes (66%), 3) a note regarding the organization’s right to monitor social media usage (56%), 4) guidelines for social media communications (55%), and 5) guidelines for responding to feedback on social networking environments (35%).

Who is responsible for creating and enforcing workplace social media policies? Among organizations with formal social media policies in place, human resources (HR) is responsible for creating and enforcing these policies. 43% of organizations reported HR is primarily responsible for creating workplace social media policies, and 44% reported HR is primarily responsible for enforcing these policies.

Are organizations taking disciplinary action against employees who violate their social media policies? Yes; among organizations with a social media policy, 33% indicated they have taken disciplinary action against employees who violated their policy within the last 12 months.

Key Findings


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Parties Responsible for Organizing Social Media


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Other

Operations/Logistics

Legal

Customer Service

Sales

Public Relations

Management (Corporate/Senior)

HR

Information Technology

Marketing

1%

1%

1%

1%

3%

13%

14%

14%

17%

35%

Which function has the primary responsibility for leading the organization’s social media activities?

Note: n = 480. “Not sure” and “not applicable "responses were excluded from this analysis.


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Does your organization employ at least one full-time employee, such as a social media director or officer, who is dedicated to your organization’s social media efforts?

Note: n = 508

Yes; 12%

No; 88%


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Does your organization outsource any part of its social media activities (e.g., consultants, agencies, contractors)?

Note: n = 404. “Not sure” responses were excluded from this analysis.

Yes; 14%

No; 86%


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Social Media Strategies


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Does your organization have a social media strategy?


Yes; 28%

No; 72%


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Smaller Organizations Larger Organizations Differences Based on Organization Staff Size

• 99 or fewer employees (19%)•100 to 499 employees (25%)

• 500 to 2,499 employees (35%)• 2,500 to 24,999 employees (38%)• 25,000 or more employees (54%)

Larger organizations > smaller organizations

Does your organization have a social media strategy?

Comparisons by organization staff size:Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to have a social media strategy.

Operations Location

• U.S.-based operations (26%) • Multinational operations (37%) Multinational operations > U.S.-based operations

Comparison by operations location:Compared with U.S.-based organizations, organizations with multinational operations were more likely to have a social media strategy.


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Do your organization’s social media activities have clear goals?


Yes; 28%

No; 72%


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Is social media part of your organization’s marketing strategy?


Yes; 52%

No; 48%


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Does your organization advertise on social networking services?


Yes; 31%

No; 69%


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Does your organization advertise on social networking services?

Comparisons by organization staff size:Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to advertise on social networking services.

Operations Location


Comparison by operations location:Compared with U.S.-based organizations, organizations with multinational operations were more likely to advertise on social networking services.


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Social Media Policies


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Does your organization have a formal social media policy?

Note: n = 470

Yes; 40%

No; 60%


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• 99 or fewer employees (26%)

• 100 to 499 employees (42%)• 500 to 2,499 employees (41%)• 2,500 to 24,999 employees (52%)• 25,000 or more employees (55%)


Does your organization have a formal social media policy?

Comparisons by organization staff size:Compared with smaller organizations (fewer than 100 employees), larger organizations (100 or more employees) were more likely to have a formal social media policy.


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Other

Sales


Accounting/Finance

Public Relations

Legal

Marketing



HR

2%

1%

1%

1%

8%

8%

9%

11%

17%

43%

Which function has the primary responsibility for creating your organization’s social media policy?

Note: n = 180. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis. Total does not equal 100% due to rounding.


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Other


Accounting/Finance

Public Relations

Marketing

Legal



HR

2%

1%

1%

5%

5%

5%

14%

25%

44%

Which function has the primary responsibility for enforcing your organization’s social media policy?

Note: n = 177. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis. Total does not equal 100% due to rounding.


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Which of the following elements are included in your organization’s social media policy? (Check all that apply.)

Percentage

A code of conduct for employee use of social networking environments for professional purposes 68%

A code of conduct for employee use of social networking environments for personal purposes 66%

A note regarding the organization’s right to monitor social media usage 56%

Clear guidelines for social media communications 55%

Guidelines for responding to feedback on social networking environments 35%

A process for reviewing and approving content before its published 19%

Requirement for employees to be transparent about their social media use 18%

Guidelines for configuring account settings in social networking environments 17%

Note: n = 181. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis. Percentages do not total 100% due to multiple response options.


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Within the last 12 months, has your organizations taken disciplinary action against an employee who violated your social media policy?

Note: n = 141. Respondents who indicated their organization does not have a formal social media policy and “not sure” responses were excluded from this analysis.

Yes; 33%

No; 67%


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Within the last 12 months, has your organizations taken disciplinary action against an employee who violated your social media policy?

Comparisons by organization staff size:Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to have taken disciplinary action against an employee who violated the social media policy.


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Tracking and Monitoring Social Media Activities


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Does your organization monitor social media mentions of your organization?


Yes; 50%No; 50%


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Does your organization monitor social media mentions of your organization?

Comparisons by organization staff size:Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to monitor social media mentions.

Operations Location


Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to monitor social media mentions.


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Does your organization monitor the social media activities of your employees on company-owned computers or company-owned handheld devices?


Yes; 39%

No; 61%


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• 1 to 99 employees (23%)

• 100 to 499 employees (40%)

• 500 to 2,499 employees (51%)

• 2,500 to 24,999 employees (53%)

• 25,000+ employees (30%)


Does your organization monitor the social media activities of your employees on company-owned computers or company-owned handheld devices?

Organization Sector

•Publicly owned for-profit (55%)• Privately owned for-profit (35%)

• Nonprofit (32%)

• Government (38%)

Publicly owned for-profit organizations > privately owned for-profit organizations, nonprofit organizations and government agencies

Comparisons by organization staff size:

Compared with smaller organizations (fewer than 100 employees), larger organizations (more than 100 employees) were more likely to monitor social media activities.

Comparison by organization sector:

Compared with publicly owned for-profit organizations, privately owned for-profit organizations, nonprofit organizations and government agencies were more likely to monitor social media activities


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Does your organization use analytics or reporting tools to measure the return on investment (ROI) for your organization’s social media efforts?


Yes; 21%

No; 79%


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Does your organization use analytics or reporting tools to measure the return on investment (ROI) for your organization’s social media efforts?

Comparison by operations location:Compared with U.S.-based organizations, organizations with multinational operations were more likely to use analytics or reporting tools to measure the ROI of social media efforts.

Operations Location



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Social Media for Internal Communications


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Does your organization currently use social media for internal communications? (This includes communications between employees who work at the same location, different locations or work off company premises.)


Yes; 20%

No; 80%


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Does your organization currently use social media for internal communications? (This includes communications between employees who work at the same location, different locations or work off company premises.)

Comparisons by organization staff size:Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to use social media for internal communications.

Operations Location


Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to use social media for internal communications.


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Does your organization have plans to use social media for internal communications within the next 12 months?

Note: n = 251. Respondents who indicated their organization already uses social media for internal communications and “not sure” responses were excluded from this analysis.

Yes; 9%

No; 91%


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Other

Group problem solving

Group collaboration

Group discussion

Information delivery

Information sharing

2%

20%

36%

49%

68%

79%

How does your organization use social media for internal communications?

Note: n = 99. Respondents who indicated their organization does not use social media for internal communications were excluded from this analysis. Percentages do not total 100% due to multiple response options.


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Decrease

Remain the same

Increase

0%

45%

55%

In the next 12 months, does your organization plan to increase or decrease your social media efforts?



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Demographics


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Demographics: Organization Industry

Industry Percentage

Manufacturing–other 14%

Services–professional, scientific, technical, legal 13%

Health care, social assistance (e.g., hospitals, clinics) 11%

Educational services/education (e.g., universities, school) 8%

Government/public administration–federal, state/local, tribal 8%

Financial services (e.g., banking) 5%

Retail/wholesale trade 5%

Other services (e.g., other nonprofit, church/religious offices) 5%

Construction, mining, oil and gas 4%

Transportation, warehousing (e.g., distribution) 4%

Services–accommodation, food and drinking places 3%

Note: n = 489. Total does not equal 100% due to multiple response options.


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Demographics: Organization Industry (continued)

Industry Percentage

Utilities 3%

Arts, entertainment, recreation 2%

Association–professional/trade 2%

Consulting 2%

High-tech 2%

Insurance 2%

Telecommunications 2%

Biotech 1%

Manufacturing–auto/auto-related 1%

Pharmaceutical 1%

Publishing, broadcasting, other media 1%

Real estate, rental leasing 1%

Note: n = 489. Total does not equal 100% due to multiple response options.


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Demographics: Organization Sector

Government sector

Nonprofit organization

Publicly owned for-profit organization

Privately owned for-profit organization

10%

21%

22%

47%

n = 490


Demographics: Organization Staff Size

1 to 99 employees 100 to 499 employees 500 to 2499 employees 2500 to 24999 employees 25000 or more employees

28% 29%

21%16%

6%

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n = 466


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n = 498

Does your organization have U.S.-based operations (business units) only or does it operate multinationally?

U.S.-based operations only 72%

Multinational operations 28%

Is your organization a single-unit company or a multi-unit company?

Single-unit company: A company in which the location and the company are one and the same. 33%

Multi-unit company: A company that has more than one location. 67%

Are HR policies and practices determined by the multi-unit corporate headquarters, by each work location or both?

Corporate (companywide) 52%

Business unit/division 44%

Facility/location 4%

n = 500

n = 344

Demographics: Other


Response rate = 19%

Sample composed of 532 randomly selected HR professionals

Sample composed of members with the job function of recruiting/staffing

Margin of error is +/- 4%

Survey fielded December 17, 2010, through February 1, 2011

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Methodology

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SHRM Survey Findings: Social Media in the Workplace