Francis Pereira, Ph.D.Director, Industry Research

Institute for Communication Technology Management (CTM)

Social Media Resistance SurveyPreliminary Findings

Executing Social MediaPasadena, May 21, 2008

Size of organization (number of employees)

Number of years of working experiencen=64

How useful do you see the following media tools or technologies in enhancing your organization's corporate image and/or increasing productivity within the organization?

CommunitelligencePercentage Responding

How useful do you see the following media tools or technologies in enhancing your organization's corporate image and/or increasing productivity within the organization?

Communitelligence

Percentage Responding as Useful Percentage Responding as Not Useful

65%

53%

48%

9%

10%

16%

How useful do you see the following media tools or technologies in enhancing your organization's corporate image and/or increasing productivity within the organization?

Communitelligence

Percentage Responding as Useful Percentage Responding as Not Useful

28%

29%

10%

16%

20%

40%

How would you rate, in general, the adoption of new media and technologies by your organization?

To what extent do you feel there is corporate/management resistance to the use of the following new media tools/technologies in your organization?

CommunitelligencePercentage Responding

To what extent do you feel there is corporate/management resistance to the use of the following new media tools/technologies in your organization?

Communitelligence

Percentage Responding Significant Resistance

To what extent do you feel there is corporate/management resistance to the use of the following new media tools/technologies in your organization?

Communitelligence

Percentage Responding No Resistance

How important are the following reasons in explaining the rate of adoption of new media and technologies by your organization, in general?

CommunitelligencePercentage Responding

How important are the following reasons in explaining the rate of adoption of new media and technologies by your organization, in general?

CommunitelligencePercentage Responding The Following as Important Reasons

53%

48%

45%

40%

31%

34%

How important are the following reasons in explaining the rate of adoption of new media and technologies by your organization, in general?

CommunitelligencePercentage Responding The Following as Not Important

5%

17%

15%

25%

13%

34%

How important are the following reasons in explaining the rate of adoption of new media and technologies by your organization, in general?

CommunitelligencePercentage as Important Reasons

53%

48%

45%

40%

31%

How important are the following reasons in explaining the rate of adoption of new media and technologies by your organization, in general?

CommunitelligencePercentage Responding as Not Important

5%

17%

15%

25%

13%

Institute for Communication Technology Management (CTM)

Thank-You

Francis Pereira, Ph.D.Director, Industry Researchpereira@marshall.usc.edu