In 2016, social media use by organizations is not new. In fact, 94.9 percent of respondents to Hanser & Associates’ Social Media in Iowa survey in February said that their organizations have been using social media for more than a year. Sixty-six percent of respondents’ organizations have been using social media for more than three years.
With all of that experience using social media, some may think that Des Moines organizations would have it all figured out; however, only 45.4 percent of respondents indicated that they do not need additional expertise in social media and only 48.5 percent indicated they have adequate staff and tools to manage social media.
With all of the information available on social media, what is the cause for less than half of organizations feeling like they have what they need? Below are some key findings:
Having a social media strategy makes a big difference.
Organizations that have a social media strategy are much more likely to feel they have adequate staff and tools to manage social media (56.67 percent vs. 35.14 percent), and 55 percent feel they do not need additional expertise in social media.
While Iowa organizations may feel better about their social media skills when a strategy is in place, how does a strategy reflect in performance? There are several ways:
Iowa organizations with a social media strategy are much more likely to feel they have their expectations met
- Have a strategy and felt expectations were met 67.39%
- Do not have a strategy and felt expectations were met 29.73%
Social Media budgets are larger in Iowa organizations with a social media strategy in place
- Have a strategy and a budget greater than $10,000 42.86%
- Do not have a strategy, but do have a budget greater than $10,000 10.81%
Expected budget increase
Those with a strategy were more likely to expect an increase in their social media budget
- Have a social media strategy and anticipate the social media budget to increase 38.6%
- Do not have a social media strategy and anticipate the social media budget to increase 21.62%
Organizations without a social media strategy were more likely to be not-for-profit
- No strategy: not-for-profits 58.82%
- No strategy: for profit 40%