Well, well, well... finally some real evidence that smart, Best-in-Class companies are way ahead of the Laggards when it comes to understanding, using, liking and gaining benefit from social media. It comes out of an Aberdeen research survey featured in this CNNMoney.com posting. Take a look at this astonishing statistic:
...Best-in-Class organizations are over 680% more likely than Laggards to improve their ability to predict customer behavior through the use of social media monitoring and analysis tools.
and...
...Best-in-Class companies are 5 times more likely than Laggards to be "extremely satisfied" with the number of actionable insights derived from social media monitoring and analysis.
What's the root of their interest and satisfaction? The report makes that pretty clear, too:
Companies leveraging social media monitoring and analysis tools believe that a clearer view of customers' wants and needs will ultimately allow organizations to positively affect customer satisfaction levels and improve return on marketing investment (ROMI). Best-in-Class companies are nurturing technology implementation with key organizational processes and capabilities, such as a formalized process for monitoring consumer-generated content (65%), dedicated personnel devoted to social media monitoring (52%), and an "early warning system" for detecting potential threats to the brand (42%).
It's 1:20pm Tuesday afternoon, February 5, 2008. Do you know where your brand is, who is talking about it, or what they're saying?
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