Integrating Social Media into Business Process a Challenge – eMarketer


Integrating Social Media into Business Process a Challenge – eMarketer.

DECEMBER 30, 2011 

Internal changes can better integrate social media into companies’ marketing mix


Integrating social media into overall business processes is a challenge for many companies. Marketers, often having led the way in social media usage, must work with other teams and senior executives to bring about change within the company in order to integrate social throughout the organization.

InSites Consulting surveyed senior marketing managers in the US and UK and found that only 14% of respondents said their companies had completely integrated social media into their business processes. Meanwhile, 23% were working to integrate social media, 24% were in a pilot phase of social media, 26% were taking their first steps and 12% were doing nothing with social media.

Integration of Social Media in Their Organization According to US and UK Senior Marketing Managers, June 2011 (% of total)

Marketers also cited the top barriers to integration of social media, with 48% saying their company did not believe there were financial benefits, 42% believing that their products and services were not suited for social media and 39% responding that their company lacked top management support.

When it comes to integrating social media into the overall business, companies must evolve and change structurally, culturally and on a personal employee level to succeed. InSites Consulting asked marketers about these changes and many US respondents (69%) said they agreed that personally, employees were open towards new technologies and social media. Culturally, 57% of US marketers said their companies did not have a social media policy, but used a code of conduct.

Structurally, 69% of US respondents said they agreed that their company was trying to incorporate social media into existing marketing plans and 64% said that both the company had a dedicated person or team working on social media and it was very clear who managed social media projects.

Changes in Their Organization

As companies and marketers continue to make structural, cultural and personal changes in response to its growing importance, social media will become a greater part of the organization, encouraging integration among other aspects of the business process.

About these ads

Hugues Rey. 20 années de passion et d'expérience dans le monde des agences médias et digitales. Hugues started his career in 1992 at Mindshare, where he morphed from a TV buyer into Head of Research. He moved to Initiative (Media agency) in 1998 where, after 2 years of leads in the R&D Department, he set up the digital planning and buying unit: FastBridge. His next move, in 2007, was internal in the IPG Group: Head of Digital Europe – Middle East – Africa. He finally joined Havas Media in 2010 as CEO. Hugues was from 1999 to 2011 Chairman of the Internet Comite of the CIM (Centre d’Information sur les Medias). He is now Charirman of the TV Comite. He is also founding father, Past-President & member of the board of the IAB Belgian Chapter. As from november 2012, Hugues is also president of the United Media Agencies (UMA). Hugues gives frequent lecture at  Belgian universities & schools. In 2012, he started a full week of lecture about Digital Communication in Saigon City (Vietnam). Moreover, International conferences speeches is one of his hobbies.

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Posted in Marketing/Advertising x Facts/Figures, Social Media, Social Network

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"I am a bridge" is my personal blog project where I share some news around my professional environement.

Keywords are mash-up, ethic, mobile, technology, cross-over, social network, advertising, marketing, POE, …

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