Today we’re releasing a summary (PDF) of Hanser & Associates’ third annual survey on the goals, resources and outcomes of social media activity in central Iowa. Key findings of the 2012 Social Media in Des Moines survey include:
- Adoption is still growing. The number of organizations using social media is up 9 percentage points to 86 percent, though the number who started in the last 12 months is down 15 points from 2011.
- Staffing is shifting. Lack of knowledgeable staff is the most cited reason not to participate (up 10 points from 2011), and fewer organizations say they have adequate staff to manage social media (-9 points). Organizations are spreading responsibility around. Fewer organizations say they have more than one employee dedicated full-time (-8 points), and more staff have part-time responsibilities.
- Most now share videos. The rise in video (+18 points to 58 percent) makes it the third majority activity beyond micoblogging (63 percent) and the ubiquity of social networks (99 percent).
- Measurement is up, but not outcomes. More than 60 percent say they’re measuring outcomes now (+14 points), but just 4 in 10 say the activity meets the expectations (+2 points).
- Weaknesses persist. Lack of strategy and resources remains evident in this third-annual survey, though these metrics are flat over 2011.
You can view the PDF report today.
What do you see in this data? How does your organization compare?
Additional insights from the survey data will be published in the weeks ahead; get our news feed or opt-in below to stay tuned.
Finally, you can email Ryan directly if you’re seeking advice or other direct assistance with social media.