Management Summary 3. Role within the organization 4. For what purposes do you use social media? 5. What social channels does the company use?

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2 Index Subject Page Management Summary 3 Role within the organization 4 For what purposes do you use social media? 5 What social channels does the company use? 5 Does your organization use a blog? 6 How does your organization get followers? 7 Does the company have a policy for distributing content via employees? 7 Is it common your employees distribute content via social media? 8 Is mobile is an important way to share social content for the organization? 8 Theorems - Social media is particularly suitable for generating leads 9 - It is important to have as many followers as possible 9 - The budget for social media will increase the coming years 10 - A business can not do without social media 10 - Social media contributes to our business objectives 11 - Social media is supported by the entire organization 11 2

3 Management Summary Over 87% of employers find it important that employees spread content like news, vacancies and white papers through their own social networks. This has been shown in the survey that social sharing platform SoWorker conducted among 75 marketers and social media managers. In practice, however, only 55% actually do so. The main reason why this is not happening is that the organization has no structure to organize the spreading of content. According to Martijn Rademakers, co-founder of SoWorker, this is a recognizable problem. "Many organizations and social media managers realize the power of the network of its own employees. In practice, this often leads to small groups of enthusiastic people who share messages through "copy-paste". However, the lack of a good structure succeeds almost never to roll this off over the entire organization. Because of this the organization misses a tremendous opportunity to spread their message across a large relevant network and to improve the ROI of social media spend. Another conclusion drawn from the survey is that Facebook, LinkedIn and Twitter are the most used social media channels. The main purpose to use social media is to support the brand and supporting sales. Besides, 70% of the respondents expects that the budget for social media in the coming years will continue to rise. 56% are convinced that a company can not live without social media and that the use contributes to the realization of business objectives. Justification survey The survey was conducted in the period from July 21st, 2014 to August 31st. We used an online survey which was distributed via various online and offline networks 3

4 1. Which statement is applicable to you? I am employed by an organization I work as an external employee with an organization Total respondents: 75 0% 20% 40% 60% 80% 2. What job do you have? Content manager 2 3 Head of Social Media 6 9 Social Media agent 1 1 Editor 2 3 Social Media Manager 6 9 Marketing (Manager) 5 7 Marketing Communications (Manager) Online marketer Community manager 1 1 Something else Total respondents: 67 0% 20% 40% 60% 80% 3. Is your organization active in? B2B B2C 9 14 B2B and B2C Non profit 6 9 4

5 4. For what purposes do you use social media? (Each respondent could choose MULTIPLE responses.) To support the brand Customer Service / Support Sales Product development (co-creation) Recruitment Total respondents: 65 0% 20% 40% 60% 80% 5. What social channels does your company use? (Each respondent could choose MULTIPLE responses.) LinkedIn Facebook Twitter Google YouTube Pinterest Instagram Otherwise:

6 6. Which two social channels are the most used? (Each respondent could choose MULTIPLE responses.) LinkedIn Facebook Twitter Google+ 2 3 YouTube 6 9 Pinterest 4 6 Instagram 2 3 Otherwise Does your organization use a blog? Yes No

7 8. How does your organization get followers? (Each respondent could choose MULTIPLE responses.) Organic Using a tool 6 9 Campaigning Otherwise Does your company have a policy for distributing content via employees/ambassadors? Yes No Why not? (Each respondent could choose MULTIPLE responses.) That is our policy 2 8 We do not trust our employees to use the social media correctly for our company 0 0 We do not have the structure for it We find it hard to motivate our employees 4 15 Anders 7 27 Total respondents: 26 0% 20% 40% 60% 80% 7

8 11. Is it common your employees distribute content like vacancies / articles / campaigns via social media? Yes No Is it desirable vacancies / articles / campaigns are shared by your employees / ambassadors? (Each respondent could write multiple open-ended responses of maximum 255 characters.) Yes, because No, because Total respondents: 60 0% 20% 40% 60% 80% 13. Is mobile is an important way to share social content for your organization? Yes No Total respondents: 60 0% 20% 40% 60% 80% 8

9 14.1. Social media is particularly suitable for generating leads. 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 2 4 Average: 2,61 Median: 2, It is important to have as many followers as possible 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 4 7 Average: 2,95 Median: 3 9

10 14.3. The budget for social media will increase the coming years. 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 0 0 Average: 2,07 Median: A business can not do without social media. 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 0 0 Average: 1,79 Median: 1 10

11 14.5. Social media contributes to our business objectives. 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 1 2 Average: 1,61 Median: Social media is supported by the entire organization. 1 Agreed Partially agreed Neutral Disagreed Partially disagreed 3 5 Average: 2,54 Median: 2 11

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