Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Twitter trumps Facebook as primary source of social media intelligence.
Posted on May 29th 2012
Survey shows 80% of companies monitor social media but Facebook and Google+ are not regarded as essential sources to monitor
A recent survey of Market Intelligence decision-makers, conducted by Digimind, reveals that the vast majority (79.2%) monitor social media sites to extract information relating to competitors, industry developments, consumer trends and more. The survey shows that 62.5% of companies monitor Twitter and 69.4% monitor LinkedIn as part of their day-to-day intelligence activities. However, Facebook and Google+ are not regarded as essential sources to monitor, with just 47.2% and 35.2% of companies monitoring these sites regularly.
In an era of near-constant hype about the value of information to be gleaned from social media, it’s interesting to note that 21% of companies are not harnessing the benefits of social media as a source of valuable insight and intelligence. This despite the fact that two thirds (60.6%) of respondents are currently in the process of planning intelligence projects.
Commenting on the results, Digimind’s Associate Director, Patrice Francois said. “A small proportion of companies remain cautious about the potential value of social media monitoring but the vast majority see it as a complement to the full spectrum of intelligence gathering. There is a tendency for some people to view social media monitoring as something which solely benefits B2C environments but it’s fast being adopted by a wide range of businesses and organisations for unearthing valuable intelligence insights.”
The survey also revealed a few surprises about how the market intelligence industry is performing against the backdrop of challenging economic conditions. An overwhelming amount of respondents (84.2%) said the economic situation had not caused their intelligence team to be downsized. The staffing levels in intelligence departments tends to be quite moderate so this might explain why the sector has been so immune to staff cutbacks. However three quarters of respondents indicated that they would not be recruiting within their intelligence team in 2012, while over a quarter (28%) admitted that their budget had been decreased in the last 2 years.
Other Top-line trends which are covered in the survey include, budgets of intelligence departments, average salary of market intelligence practitioners, the hiring intentions of intelligence departments and much more.
The majority of respondents to Digimind’s 'State of Market Intelligence 2012' survey were those responsible for Competitive or Market Intelligence as well as Marketing Directors, Strategy Planners and Business Development Managers. Most main sectors were represented in the survey, with the majority of respondents belonging to the services industry (28.2%). There was also a representative number of respondents from the IT & telecoms sector (10.7%), manufacturing (10.7%) and pharmaceutical & healthcare industries (11.7%).
Click here to download a free copy of the survey report.