Social Media Resistance Survey
Posted by goodmind on June 6th, 2008
Jacob Morgan wrote a handy post for bub.blicio.us yesterday, summarizing the topline findings from the “Social Media Resistance Survey” (conducted by the USC Marshall School of Business, and the Institute for Communication Technology Management).
We found one of his observations on the wording of a question particularly interesting, partly because the question might actually suggest a larger trend in the way people want to use social media;
Most companies believe that online video, rss feeds, and podcasting are the most valuable tools a company can use in order to enhance a company image or increase productivity. If you’re thinking what I’m thinking then you’re right. Aren’t enhancing a company image and increase productivity 2 separate things? I think so. Business network sites came in 4th place followed closely by social media news releases. (emphasis ours)
Maybe the folks at USC and the CTM are onto something here, since productivity is a meaningful component of company image. After all, outward bound social media applications, such as online video, are an efficient (productive) way to enhance image, create buzz, all that good stuff.
Maybe the small, mid, and large size companies surveyed don’t see image and productivity as totally distinct concepts. How else can you explain the disappointing fourth place finish of business network sites (without acknowledging the personal image benefits)?
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