Utilizing Social Media: The Effects on Organizational Relationships - PowerPoint PPT Presentation

1 / 64
About This Presentation
Title:

Utilizing Social Media: The Effects on Organizational Relationships

Description:

Utilizing Social Media: The Effects on Organizational Relationships Survey and Interview Data * UTILIZING SOCIAL MEDIA Appendices B Group B: External Organization ... – PowerPoint PPT presentation

Number of Views:84
Avg rating:3.0/5.0
Slides: 65
Provided by: Own2156
Category:

less

Transcript and Presenter's Notes

Title: Utilizing Social Media: The Effects on Organizational Relationships


1
Utilizing Social Media The Effects on
Organizational Relationships
  • Survey and Interview Data

2
Introduction
  • This research study details the findings of an
    online survey and select follow-up interviews.
    Both qualitative and quantitative methods were
    employed to expose the affects of social media on
    internal and external relationships and answer
    the all research questions. This mixed-methods
    approach is expected to generate a balanced
    understanding of social media affects on
    relationships. As the statistics will provide a
    platform of demographics and personal preferences
    the interviews will warrant a narrative of what
    is not mention in the qualitative research. It is
    important to use this mixed approach to gather as
    much feedback as possible to successfully
    measure .

3
Overview
  • The surveys were conducted from March 23, 2010
    to April 30, 2010 to measure the preference of
    social media in contrast to pre-social media
    tools with regards to internal and external
    interactions.

4
Group A Consumer Demographics
  • Respondent Facts
  • 40 people started the survey, 37 completed it
    (92.5)
  • Average respondent age 33
  • Male/Female ratio 13/26

5
Group A Consumer Survey
6
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily Weekly Very few times Not recently Response Count
o Social networking 28 6 3 2 39
o Social bookmarking 6 7 10 16 39
o Writing a blog 5 5 4 25 39
o Reading a blog 14 9 6 10 39
o Commenting on a blog 7 9 7 16 39
o Writing a customer review 0 6 11 22 39
o Reading a customer review 8 17 7 7 39
o Use RSS feeder 5 0 7 27 39
o Listened to a podcast 4 3 11 21 39
o Uploaded a podcast 2 2 5 30 39
o Watched a vodcast 2 4 7 26 39
o Uploaded a vodcast 0 2 4 33 39
o Edit a wiki 1 0 4 34 39
o Sent a text message 31 3 3 2 39
o Received a text message 35 1 2 1 39
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
7
Group A Consumer Survey
8
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily Weekly Very few times Not recently Response Count
o Twitter 9 1 5 24 39
o Facebook 32 2 2 3 39
o LinkedIn 3 7 5 24 39
o Myspace 0 2 7 30 39
o YouTube 13 14 7 5 39
o Yahoo 15 11 3 10 39
o Google 33 4 1 1 39
o AOL 5 1 4 29 39
o MSN 9 2 5 23 39
o Mozilla 9 1 2 27 39
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
9
Group A Consumer Survey
10
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information?
Answer Options 5 - Always useful 4 - Very useful 3 - Somewhat useful 2 - Not very useful 1 - Never useful 0 - Never used this source Response Count
o Company website 15 12 9 1 0 2 39
o Social networks 10 13 14 0 0 2 39
o Search engines 18 14 5 1 0 1 39
o Print press 7 8 16 3 0 5 39
o TV 6 2 20 7 1 3 39
o Radio 7 3 11 8 4 6 39
o Family 8 12 13 2 1 3 39
o Friends 9 12 16 0 1 1 39
answered question answered question answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question skipped question skipped question 1
11
Group A Consumer Survey
12
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization?
Answer Options Always Most times Occasionally Never Rating Average Response Count
o Email 21 13 5 0 3.41 39
o Phone 8 6 13 12 2.26 39
o Text 8 7 12 12 2.28 39
o Snail Mail 1 5 14 17 1.73 37
o Face to face 9 11 5 14 2.38 39
o Twitter 2 4 5 27 1.50 38
o Facebook 7 6 12 14 2.15 39
o LinkedIn 2 6 5 25 1.61 38
o IM 4 3 9 23 1.69 39
answered question answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question skipped question 1
13
Group A Consumer Survey
14
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media?
Answer Options 4 - Always 3 - Most times 2 - Occasionally 1 - Never Response Count
o Customer support 6 10 11 12 39
o Special promotions 17 8 8 6 39
o Recalls 13 8 7 11 39
o Consumer tips 9 11 10 9 39
o Consumer reviews 9 11 9 10 39
o Executive employee blogging 5 8 13 13 39
o Employment opportunities 13 12 6 8 39
o Event information 17 15 3 4 39
o FAQs 9 8 9 13 39
o Other 4 7 9 19 39
Other (please specify) Other (please specify) Other (please specify) Other (please specify) Other (please specify) 0
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
15
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?
  • 1. It has kept me closely connected with family
    and friends.
  • 2. There's been no affect. I understand that
    organizations use social media, but since there
    is not a level of consistency in which sites are
    used and what types of information is given, I
    don't rely on social media as a source of
    information.
  • 3. more aware
  • 4. I am more appreciative of organizations that
    are transparent and open via SM.
  • 5. Doesn't affect me really. I ignore all the fan
    page requests from organizations on FB. I just
    want to use facebook to talk to friends and catch
    up on people's lives.
  • 6. Not much with organizations but it has been
    useful with friends and family
  • 7. Twitter is my favorite means to hear news from
    organizations. I use TweetDeck and have a column
    just for feeds from organizations that I have
    chosen to follow. I find myself better informed
    about information I'm actually interested in. T
  • 8. hasn't
  • 9. Provided another source for finding
    information.
  • 10. Social media helps share knowledge across
    parts of LMI that would not have otherwise
    communicated.

16
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?
  • 11. I feel more updated on what is going on with
    the organization.
  • 12. I can get through to most organizations via
    social media
  • 13. It hasn't.
  • 14. it is easier to track groups that i have an
    interest in - their events, activities, and
    ideas.
  • 15. Not at all.
  • 16. LinkedIn has helped find jobs
  • 17. none
  • 18. No effect to slight improvement
  • 19. It's made it easier to learn more about the
    organizations i.e. employees, job openings, and
    possible contacts
  • 20. I use Social media daily, and it has allowed
    me to become more aware of organizations.

17
Group A Consumer InterviewsHow has social
networking affected your relationships with
organizations?
  • 21. Hasn't affected it at all
  • 22. I am more aware what organizations are doing!
  • 23. It has created a barrier between myself and
    organizations, for example when a complaint is
    registered it is very rarely done face to face
    anymore, and so does not completely rectify
    anything.
  • 24. I've got feedback from companies upon posing
    questions. always works well!
  • 25. N/A
  • 26. I think organizations using social media show
    that they're trying to reach out to younger
    consumers since most younger people always use
    social media.
  • 27. Gives me more insight to how things are fan
    through them and their operations.
  • 28. Easier to learn about.
  • 29. Not much at all
  • 30. it hasn't.

18
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?
  • 31. organizations and professional interest
    (potential employers or current employers make
    social media i.e.. social networking watered down
    (for a lack of better words). It causes
    censorship.
  • 32. n/a
  • 33. Since I work in the federal government, a lot
    of the federal government jobs are not advertised
    via social networks but more so on governmental
    job posting websites such as USAJobs.com and so
    forth. However, using social network will be very
    useful and hopefully the federal government will
    began to use it more often.
  • 34. Social media has made organizations more
    accessible, thus making our relationships
    stronger.
  • 35. It hasn't affected them at all.
  • 36. I guess it makes it easier for them to
    advertise.
  • 37. Due to my company being internationally
    headquartered, having a social media page has
    allowed me to get to know many of my coworkers as
    people instead of a voice over the phone or the
    next email. Seeing their social media profile
    assisted in helping me connect with them on other
    common interest outside of work.
  • 38. it has not
  • 39. I think it has affected me very much because
    of the new wave of technology that we have. Its
    easier to post information on social networking
    websites because it reaches a wide variety of
    people faster.

19
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?
  • 1. A whole lot less paper. I know you still need
    some services on paper, but it sure helps keep
    the junk mail clutter down through snail mail.
  • 2. I'd like to see more organization of the sites
    and for organizations to use the sites more
    efficiently to disseminate information.
  • 3. profanity on the sites more relevant
    information
  • 4. I like when organizations communicate in a
    personal manner via SM--when blog posts are
    signed by a CEO, or a twitter post is attributed
    to someone specific and not just from the
    organization broadly.
  • 5. Its not as easy to find out about
    organizations on facebook. From my knowledge, you
    have to add them in order to do anything with
    them or to keep updated on them. If it was like a
    search engine where you can search the name and
    then find what you need about the organization,
    that would be better.
  • 6. Some basic information for those of us in the
    60 crowd on the benefits if these tools
  • 7. I wish the social networks made it easier to
    have separate personal/professional interactions.
  • 8. no change
  • 9. I don't know.
  • 10. Less "jibber-jabber" and more content of
    significance.

20
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?
  • 11. Less spam.
  • 12. Less Spam, less elf promotion from
    individuals and companies
  • 13. Professional.
  • 14. less advertising, less polemicism more
    information, more contact
  • 15. Not sure
  • 16. less forced commercials
  • 17. trash
  • 18. n/a
  • 19. I would like to see less advertising
  • 20. I would like to see less advertisements from
    other organizations

21
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?
  • 21. more useful information
  • 22. More interaction less selling
  • 23. I would like to see the personal side of
    organizations communication brought back.
    Especially when it is important. When it is in
    regards to sales, or promotions that is ok to be
    done by social media, but I believe that when
    talking about an individuals personal experience
    it should be done face to face
  • 24. Advertising and promotions for users of the
    social media. less customers complaining on the
    sites about the company
  • 25. N/A
  • 26. less advertisements
  • 27. More things that matter to the common person
  • 28. More info
  • 29. More exclusive offers with subscription to
    these outlets
  • 30. Nothing

22
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?
  • 31. less pop up ads for things I don't
    want....less viruses attached to ads
  • 32. n/a
  • 33. Yes, as I explained in my previous answer. It
    will be great if more organizations specifically
    federal government organization use social media
    more to reach out to more qualified applicants
    for various job positions.
  • 34. I would like to see more live interaction,
    not info blast.
  • 35. It is right were needs to be can't complain
    at all.
  • 36. I don't know.
  • 37. I would like to see executives use social
    media also, to connect more with employees.
  • 38. Less advertising
  • 39. I think social media is great to use for
    information but I still believe in the old
    traditional way of communicating. face to face
    interaction is always best.

23
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?
  • 1. I think it is pretty cool. One of my favorite
    companies uses facebook to tell you about sales
    and special promotions you can get online or
    in-store. I much prefer it than having my mail
    box over flow with a bunch of paper.
  • 2. It depends on the organization and the type of
    information being communicated.
  • 3. free free free
  • 4. Externally, I think organizations have the
    opportunity to engage better with customers/
    interested parties via SM. Internally
    organizations can develop more of a community
    within their own employees.
  • 5. I think that in their attempts to make as much
    money as they can, they are helping to make our
    lives more complicated, especially the folks who
    have a life but like to research things before
    they do them or buy them (like me). We are
    bombarded with SO many distractions on facebook
    now that I just pretty much stick with doing what
    I did on facebook when I first got on it in
    college. It has become too time consuming for me
    to do anything else like keep up with
    organizations, if I even knew the organization
    was on facebook. I can see how organizations
    using social media CAN work for some people,
    though. If the organization was that important to
    me, I'd sign up to receive emails or mailings and
    keep up that way. Otherwise, I'll Google, visit
    the organization, or talk to someone who knows
    about the org.
  • 6. I think it depends on the nature of the work
    and the corporate culture
  • 7. Social media is useful for audiences that are
    receptive to hearing from your organization. In
    other word, I feel the medium is best for
    maintaining and engaging existing customers. I
    just don't know how effective it is in reaching
    out to potential new customers.
  • 8. never thought about it
  • 9. It shows that an organization is trying to
    keep up with current and new technology.
  • 10. Absolutely a good idea but the trick is
    getting a critical mass to use a tool. If no one
    uses it, then there's no reason to use it.

24
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?
  • 11. I think it is the wave of the future.
  • 12. If used well, it is a great tool.If used
    poorly, it is just more garbage...
  • 13. I feel social media is over-hyped by
    consultants and the media.
  • 14. it's great, so long as people/organizations
    are able to walk the very tricky line between
    professional life, personal life, private life,
    and public life. so far, social media has not
    entirely provided a safe framework for
    people/organizations to delineate these disparate
    aspects.
  • 15. It seems to be the trend and the way things
    are going but I just prefer email over
    everything.
  • 16. seems like a great idea to keep up with the
    younger generation
  • 17. don't have the time to talk to people
    personally
  • 18. I think social media has its place in an
    orginazation, as well as, more traditional means
    of communication.
  • 19. I think it's the wave of the future.
  • 20. I believe that communicating through social
    media is a good idea, as long as it is being used
    for communication purposes only and not to spy on
    employees.

25
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?
  • 21. n/a
  • 22. Great! It is so much more effective than
    email!
  • 23. I think it is cowardly, pointless, and shows
    that they are really in it for the money, not to
    help people.
  • 24. love it
  • 25. As much as I used social networks such as
    Facebook for meeting new people, I'd still rather
    companies contact me via email or phone - the old
    fashion ways
  • 26. If it helps expand their organization, I'm
    all for it
  • 27. Its great for having a dialog amongst others
  • 28. Pressed
  • 29. Most of it seems like organizations are
    ramming their products down our throats as
    opposed to making any special offers
  • 30. As long as there aren't any laws broken or
    organization aren't using any methods deemed
    inappropriate, it's cool.

26
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?
  • 31. they don't mix
  • 32. n/a
  • 33. Utilizing social media is very innovative and
    a faster way to communicate to others
    particularly when it comes to advertising jobs
    and other ads via online.
  • 34. for informal information, it is great. It
    will also serve a filter in feeling out serious
    consumers.
  • 35. I think its good because most people
    communicate through the social media so you gotta
    keep up with the times and how people
    communicate.
  • 36. Can be annoying sometimes.
  • 37. I think keeping abreast on the new social
    media outlets and being ahead of the game allows
    for any organization to stay modern and also
    increases the organization visibility to users
    and therefore better known.
  • 38. They are very smart social media is the way
    to go these days.
  • 39. its great for conveying information.

27
Group B External Org Demographics
  • Respondent Facts for Group B
  • 40 people started the survey, 40 completed it
    (100)
  • Average respondent age 44
  • Male/Female ratio 15/25

28
Group B External Organization Survey
29
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Social networking 25 8 5 2 40
o Social bookmarking 9 8 5 18 40
o Writing a blog 4 11 9 16 40
o Reading a blog 22 8 3 7 40
o Commenting on a blog 8 10 8 14 40
o Writing a customer review 0 4 22 14 40
o Reading a customer review 12 13 11 4 40
o Use RSS feeder 13 6 6 15 40
o Listened to a podcast 6 7 13 14 40
o Uploaded a podcast 1 3 5 31 40
o Watched a vodcast 3 10 6 21 40
o Uploaded a vodcast 0 1 6 33 40
o Edit a wiki 1 2 5 32 40
o Sent a text message 25 7 3 5 40
o Received a text message 25 9 3 3 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
30
Group B External Organization Survey
31
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Twitter 15 10 5 10 40
o Facebook 25 10 4 1 40
o LinkedIn 10 15 7 8 40
o Myspace 1 1 6 32 40
o YouTube 10 15 12 3 40
o Yahoo 13 6 10 11 40
o Google 33 3 1 3 40
o AOL 5 3 2 30 40
o MSN 9 6 8 17 40
o Mozilla 5 1 9 25 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
32
Group B External Organization Survey
33
Group B External Organization Survey
34
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use?
Answer Options Always Sometimes Ocassionaly Never Response Count
o Company website 24 11 3 2 40
o Newspaper 5 12 6 17 40
o Blogs 11 7 4 18 40
o TV 2 10 7 21 40
o Radio 1 8 8 23 40
o Face to face 20 15 3 2 40
o Social networks (i.e. Twitter, LinkedIn, Facebook) 16 13 8 3 40
o Snail mail 2 9 18 11 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
35
Group B External Organization Survey
36
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External
Which kinds of services does your organization offer via social media? Which kinds of services does your organization offer via social media? Which kinds of services does your organization offer via social media?
Answer Options Response Percent Response Count
o Customer support 30.0 12
o Special promotions 27.5 11
o Product/services information 60.0 24
o Consumer tips 40.0 16
o Consumer reviews 15.0 6
o Executive employee blogging 45.0 18
o Employment opportunities 47.5 19
o Event information 57.5 23
o FAQs 47.5 19
o Other 37.5 15
Other (please specify) Other (please specify) 13
answered question answered question 40
skipped question skipped question 0
37
Group B External Organization Interviews Why
does your organization use social media to
communicate?
  • 1. We feel it is a method to reach young
    professionals but that list will grow.
  • 2. to educate the members of our trade
    association.
  • 3. we recognize it's the best way to reach our
    target audience (which is B2B not B2C so that is
    a bit different than what your survey is asking)
    We don't market to consumers.
  • 4. Transfer of information
  • 5. to appear modern, to attempt to gain new and
    younger audiences
  • 6. We are a technology company, we need to
    understand and use the tools that our clients
    might be using.
  • 7. To expand the reach of pubic communication and
    direct citizens to locations to learn more about
    the organization.
  • 8. I work with the DOD. They are afraid of social
    media.
  • 9. It's the trend!
  • 10. To reach a broader audience, who might not
    come to our website.

38
Group B External Organization Interviews Why
does your organization use social media to
communicate?
  • 11. Information about specific projects that
    impact the community. We often ask for input and
    feedback from the public.
  • 12. Courageous leadership.
  • 13. It's budget-neutral.
  • 14. We made a conscious decision to "meet our
    customers where they are" rather than forcing
    them to come to us "our way."
  • 15. To have a more engaging conversation with our
    stakeholders.
  • 16. Reach a younger generation
  • 17. Helps keep teams that are spread out in close
    communication
  • 18. Because our audience isn't always on our site
    and we hope to get our message to them.
  • 19. going where the users are
  • 20. It is considering using social media to reach
    a younger audience.

39
Group B External Organization Interviews Why
does your organization use social media to
communicate?
  • 21. Good way to engage active citizens.
  • 22. it doesn't
  • 23. Another mode of communication for the mix and
    it helps improve SEO
  • 24. My organization is a public school system and
    they do not use social media to communicate with
    consumers.
  • 25. My organization is Mary Kay. We need to get
    product on people.
  • 26. does not apply 2 me
  • 27. It's necessary
  • 28. Great way to reach a broad number of people,
    low costs
  • 29. Get more/better applicants
  • 30. Business Capabilities

40
Group B External Organization Interviews Why
does your organization use social media to
communicate?
  • 31. better understanding of client in a cool
    atmosphere
  • 32. Because they are required to.
  • 33. We don't.
  • 34. One of the most effective mediums for
    connecting with diverse audiences
  • 35. stay in touch with younger generation.
  • 36. To reach the new generation of applicants
  • 37. Another form of communication
  • 38. to reach clients who use it! younger groups
    especially
  • 39. Because it's efficient, and gives consumers
    immediate answers.
  • 40. To bring in various donors

41
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?
  • 1. too new to assess
  • 2. it has brought us closer to our members.
  • 3. We have increased our awareness levels and
    have found other companies who want to partner
    with us as a result of our social media efforts.
  • 4. Limited
  • 5. reaching a greater audience
  • 6. It connects the company to individuals on a
    relaxed level. It's fun and it's easy-going.
  • 7. It is creating dialogue and feedback we did
    not previously have access to.
  • 8. We are not attracting young people to work as
    civilian employees.
  • 9. Less face-to-face and somewhat less phone
    calls
  • 10. The perceive us as more open and transparent.

42
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?
  • 11. It has allowed us to broaden our scope and
    reach of communication with larger and more
    diverse audiences.
  • 12. Opened new channels, but there's some
    hesitation
  • 13. It's allowed greater engagement and viral
    dissemination of information.
  • 14. It's still evolving. Traffic on our Facebook
    and LinkedIn presences is increasing, and our
    Twitter following is growing more rapidly each
    week.
  • 15. It has been slow, but we do see a return on
    our time investment with people applying for
    positions or being interested in our website for
    more information.
  • 16. Moderate effect
  • 17. Improved it for some, for others no change-
    depends on the clients relationship with social
    media.
  • 18. Our customers are more engaged with us and
    don't think of us as a normal state agency.
    Instead they think of us as an innovative agency
    that spends taxpayer dollars wisely.
  • 19. reaching people we did not before
  • 20. n/a

43
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?
  • 21. Provides fairly quick feedback from a
    knowledgeable community. It is not the total
    solution.
  • 22. none
  • 23. Able to touch base more often
  • 24. I work in a public school system. There are 3
    possible consumers the student, parent, and
    public. If I consider my consumer to be a student
    - I have a better relationship with those
    students because I can glean insight into what is
    happening in their world from their perspective.
    For example, I know when a student may need
    counseling based on posts from their Facebook or
    MySpace pages.
  • 25. It has both enhanced and increased my
    relationship with and business with my clients.
  • 26. does not apply 2 me
  • 27. an opportunity to reach out the
    wider/anti-social audience
  • 28. Build relationships
  • 29. None so far
  • 30. More dialog with consumers

44
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?
  • 31. keeps people in the loop with others and keep
    lines of communication open
  • 32. None.
  • 33. No effects.
  • 34. Strengthens relationships
  • 35. easier to contact us
  • 36. Not sure there have been any
  • 37. Minimal
  • 38. able to contact/touch them more often
  • 39. I've become better friends with clients (past
    and present) because of, for example, Facebook.
  • 40. N/A

45
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?
  • 1. I believe we are going to see an explosion of
    social networking as a means of communication in
    the coming two years.
  • 2. I think it's incredibly powerful because it's
    a conversation and much more collaborative.
  • 3. It's a must. But let's not get caught up in it
    to the exclusion of other means of communicating.
  • 4. Concerned about security vulnerabilities
  • 5. It needs to be time-consuming and content
    intensive to provide real value. Starting without
    a plan is suicide.
  • 6. It is a different type of customer/company
    connection. Casual and relaxed v stiff and
    forced.
  • 7. SM is a tool. It is one part of the overall
    communication effort. Done properly it can reach
    new audience members and expnd the overall
    audience. That said it must be part of the plan
    to be effective and can not just be done to be
    done.
  • 8. I love it. I think it is a great way to spread
    positive information about a company.
  • 9. great idea (and becoming essential)!
  • 10. I think it's growing trend that will become
    the norm for interacting with our
    clients/customers.

46
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?
  • 11. It is here to stay, so we need to figure out
    how to best maximize the value to all of our
    clients and consumers.
  • 12. Necessary.
  • 13. If you're not participating, someone will
    fill the void that already exists, and when that
    happens, you'll have no control over the message.
  • 14. My organization relies on volunteers to
    execute most everything we do, so we've found
    that a strong social media plan makes day-to-day
    communication much easier - and far less
    expensive than conventional methods.
  • 15. I think social media is a great way for
    organizations to communicate externally with
    their stakeholders. It allows for instant
    feedback and a pulse of whether you are doing
    things right or need to improve what you are
    doing. It puts faces to the customers you are
    serving.
  • 16. Organizations should use all avenues of
    communication
  • 17. It's a must!
  • 18. It's a fantastic way to communicate with the
    public if you have the resources to maintain it.
  • 19. very positive.
  • 20. I think it is the coming thing. Ignoring the
    impact would be foolish.

47
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?
  • 21. Great way to get some information out into
    the community. We have to be careful that it not
    the only way information is distributed but only
    one of many tools.
  • 22. great idea, wish mine would do so
  • 23. If done well, it can be helpful and
    informative. But please don't spam.
  • 24. Personally, I think that it would be a good
    idea to communicate more effectively with
    parents, students and the public. It would be
    nice if the schools would participate in some
    type of social media. It would be useful to
    broadcast situations at school such as code
    black, broken down bus, or to notify parents of
    meetings.
  • 25. Organizations will become "unnoticed or less
    noticed," if they do not keep up with technology.
    A part of that "keeping up with the times" is
    utilizing social media in order to keep/make
    people aware that an organization exists.
  • 26. does not apply 2 me
  • 27. it's good, just be careful as its not always
    trust-worthy and can be annoying at times
  • 28. need to
  • 29. We need to use them or they will be used to
    communicate a message we might not like. An
    organization that uses them proactively tends to
    be better prepared for future success..
  • 30. No problem

48
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?
  • 31. it is great for business it opens the doors
    of communication to marketing other venues
  • 32. They are a joke. It is all just a show to
    meet the requirements of the current
    administration. The management has been through
    this before- if they wait long enough, the
    administration/leadership appointees change, and
    they can coast back to 'the usual'. Our
    administrator doesn't even use a computer, let
    alone email.
  • 33. Personally, I love that other organizations
    use social media, which is one of the reasons
    I've tried to champion its use in our
    organization.
  • 34. "Social media is a fundamental shift in the
    way we communicate. All the time online
    conversations are happening about you, your brand
    and your organisation. "it's not a choice whether
    you DO social media, the choice is how well you
    do it" Erik Qualman"
  • 35. I think it is necessary in today's world
  • 36. Seems like a good idea, especially if we used
    it more thoroughly. I think it works for others.
    Of course the people we are trying to contact may
    use our onset to move onto more exclusive venues.
  • 37. Time consuming
  • 38. neutral
  • 39. If it wasn't for such organizations, my
    business would still be tanking.
  • 40. Social Media Social Networking are the
    future

49
Group C Internal Org Demographics
  • Respondent Facts for Group C
  • 18 people started the survey, 17 completed it
    (94.4)
  • Average respondent age 47
  • Male/Female ratio 5/13

50
Group C Internal Organization Survey
51
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Social networking 12 3 3 0 18
o Social bookmarking 3 2 4 9 18
o Writing a blog 2 3 6 7 18
o Reading a blog 12 4 1 1 18
o Commenting on a blog 4 6 5 3 18
o Writing a customer review 0 3 9 6 18
o Reading a customer review 5 6 3 4 18
o Use RSS feeder 6 3 3 6 18
o Listened to a podcast 5 1 6 6 18
o Uploaded a podcast 2 2 2 12 18
o Watched a vodcast 0 2 5 11 18
o Uploaded a vodcast 0 1 3 14 18
o Edit a wiki 0 2 6 10 18
o Sent a text message 11 3 1 3 18
o Received a text message 11 3 1 3 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
52
Group C Internal Organization Survey
53
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Twitter 7 5 3 3 18
o Facebook 7 6 4 1 18
o LinkedIn 5 8 2 3 18
o Myspace 1 2 1 14 18
o YouTube 5 6 4 3 18
o Yahoo 4 4 7 3 18
o Google 16 2 0 0 18
o AOL 0 1 1 16 18
o MSN 4 2 1 11 18
o Mozilla 3 4 1 10 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
54
Group C Internal Organization Survey
55
Group C Internal Organization Survey
56
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use?
Answer Options Always Sometimes Ocassionaly Never Response Count
o Company intranet 3 7 5 3 18
o Email 13 5 0 0 18
o Blogs 1 1 3 13 18
o Phone 5 11 2 0 18
o IM 4 2 6 6 18
o Face to face 10 8 0 0 18
o Social networks (external) (i.e. Twitter, LinkedIn) 1 7 2 8 18
o Social networks (internal) (i.e. Yammer) 0 7 1 10 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
57
Group C Internal Organization Survey
58
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers?
Answer Options Answer Options Response Percent Response Count
o Non-work related interaction o Non-work related interaction 66.7 12
o Assistance with a work task o Assistance with a work task 50.0 9
o Brainstorming o Brainstorming 50.0 9
o Meetings o Meetings 50.0 9
o Long distance interaction o Long distance interaction 50.0 9
o To push out information to unspecified people o To push out information to unspecified people 38.9 7
o Information about the company (i.e. training, company updates, benefits, events) o Information about the company (i.e. training, company updates, benefits, events) 33.3 6
o Other o Other 22.2 4
Other (please specify) Other (please specify) Other (please specify) 5
answered question answered question answered question 18
skipped question skipped question skipped question 0

Number Other (please specify)
1 Share lessons learned or best practices with each other Share lessons learned or best practices with each other
2 Forbidden by Federal Agency
3 never use social media at work (I don't count email as social media) never use social media at work (I don't count email as social media) never use social media at work (I don't count email as social media)
4 new internal online community
5 to discuss best practices and ask questions on social media sites to discuss best practices and ask questions on social media sites to discuss best practices and ask questions on social media sites
59
Group C Internal Organization Interviews Why
does your organization use social media to
communicate?
  • 1. Enhancement
  • 2. It is effective and makes employee feel we are
    involved and are up to date
  • 3. BECAUSE IT'S CHEAP AND EASY.BECAUSE YOU CAN
    REACH A LOT OF PEOLE AT ONCE.BECAUSE IT BUILDS A
    COMMUNITY THAT IS VISIBLE TO EACH OTHER
  • 4. Social media is an important way for our
    company to educate members and non-members about
    our organizations mission. It also provides a new
    avenue for this audience to get involved with our
    work and update us on their interests.
  • 5. It is fast and can reach people wherever they
    may be
  • 6. It only uses social media for external
    communications.
  • 7. the employees do - young staff. it depends on
    your definition of social media which is lacking
    here. I know what I mean by social media but
    every respondent will be different.
  • 8. Expand the dialogue
  • 9. share information about events
  • 10. We only use social media to communicate with
    our clients.

60
Group C Internal Organization Interviews Why
does your organization use social media to
communicate?
  • 11. Courageous leadership.
  • 12. IM saves time and saves email server
    resources and "email fatigue" syndrome. Yammer is
    good for general status, to know what people are
    working on.
  • 13. doesn't really except twitter set up for
    emergencies
  • 14. never use social media at work (I don't count
    email as social media)
  • 15. Forbidden by Federal Agency
  • 16. We don't use it...yet.
  • 17. To keep up with times and preferences
  • 18. Easy access to broad group

61
Group C Internal Organization Interviews What
affects has social media had on your
relationships with other employees?
  • 1. Improved relationships
  • 2. Better and broader communication
  • 3. GENERALLY POSITIVE
  • 4. Our company has 50 state offices, so Yammer is
    a great tool for all staff members working on
    social media initiatives to communicate with one
    another. It has been a great forum for sharing
    information and best practices. I also use it
    frequently to get advice and ask questions about
    things I don't know.
  • 5. We stay in better touch
  • 6. None yet - mostly externally.
  • 7. allows for different styles of communication
    and preference.
  • 8. increased awareness
  • 9. push out same information to a lot of people
    and the message remains the same.
  • 10. None.

62
Group C Internal Organization Interviews What
affects has social media had on your
relationships with other employees?
  • 11. Mixed. Some people love it, some people hate
    it, and I'm the face of the effort.
  • 12. Easy to ping someone on IM - makes people
    more approachable.
  • 13. none
  • 14. none, we don't use it
  • 15. Have connected sparingly via Linked in with
    other employees across the country, but again,
    social media is forbidden by my Federal Agency.
  • 16. It has, for the most part, improved my
    relationships with my coworkers.
  • 17. Not sure
  • 18. Slowly changing organizational culture in
    government workplace

63
Group C Internal Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate internally?
  • 1. The more the better
  • 2. It will be more and more accepted for some
    types of communication
  • 3. THEY SHOULD DO OR THEY WILL LABELED DINOSAURS
  • 4. I think that as the world changes and the way
    we communicate changes, it is important that
    organizations adapt to this change so that it is
    able to more effectively serve it's members.
    Social media is becoming an important vehicle in
    the distribution and sharing of information and
    therefore, it is important that it be part of any
    organizations communication strategy.
  • 5. I consider them to be modern and efficient
  • 6. They are more progressive generally. Social
    media usage is just a by-product of progressive
    management.
  • 7. All good. Please note in BOTH SURVEYS your
    selections do not allow for "once a month" and
    you do not identify whether it is my preference
    because it is what is available, requested of me
    to use, or required. Also, you don't touch on
    whether any of these tools are available. The
    word "utilize" should be used sparingly -- it is
    bad jargon at the best of times and has a very
    limited correct usage. Question 3 is a
    particularly egregious example of misuse.
  • 8. do it carefully
  • 9. need to incorporate this, great way to push
    out information fast.
  • 10. As we progress towards telecommuting/telework,
    we will have a greater need for using other
    means of communication.

64
Group C Internal Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate internally?
  • 11. It's a brand-new initiative. I'm interested
    to see how it turns out.
  • 12. It won't work for everyone or necessarily
    work for the organization, but it's a good idea
    to let people try it!
  • 13. should use to fullest extent
  • 14. If the organization is reasonably large, then
    it makes sense to use social media for sharing
    information, get input on things that affect the
    whole organization, maintain communities of
    practice. I personally prefer in person
    communication over digital communication, but if
    the work conditions (e.g. geographically
    disbursed organization, many teleworkers) then
    social media is a great substitute
  • 15. My agency is a dinosaur. Social media is done
    as minimally as possible because the current
    administration demands it. They have a twitter
    account and contribute to the departmental
    facebook page because they are forced. Literally,
    only ONE employee has permission to work on any
    social networking (my boss). I requested the
    opportunity to work on this, and was told that
    only my boss could do it, so there was no need
    for anyone else to participate. We are blocked
    from Facebook- even our own departmental page!
    The Twitter name/link was created so that our
    agency could not be associated with the
    department, which is much more recognizable. My
    personal thought is that going through the
    motions wastes EVERYONE's time.
  • 16. I enjoy using social media to communicate and
    wish more of my coworkers did as well.
  • 17. I think it has great potential once more
    people use it.
  • 18. Perfect way to bridge the generation gaps and
    meet GenY where they live and play - great way to
    share information quickly in a less formal setting
Write a Comment
User Comments (0)
About PowerShow.com