SHRM Survey Findings: An Examination of How Social Media Is Embedded in Business Strategy and Operations

1. SHRM Survey Findings: An Examination of How Social Media Is Embedded in Business Strategy and Operations January 2012

2. Key Findings • Who is responsible for leading workplace social media activities? Marketing (35%), information technology (IT) (17%), HR(14%) and management (corporate/senior) (14%) were the groups most likely to lead their organization’s social media activities. • What percentage of organizations havestaff dedicated to social media efforts? Overall, 12% of organizations indicated they employ at least one full-time employee, such as a social media director or officer, who is dedicated to the organization’s social media efforts. • What percentage of organizations have a social media strategy? More than one-quarter (28%) of organizations have a social media strategy. Larger organizations—those with 500 to 2,499 employees (35%), 2,500 to 24,999 employees (38%), and 25,000 or more employees (54%)—and firms with multinational locations (37%) were more likely to have a social media strategy than smaller firms and those with U.S.-based operations.

3. Key Findings • What percentage of organizations measure the return on investment (ROI) for their social media efforts? Overall, 21% of organizations reported using analytics or reporting tools to measure the ROI for their social media efforts. Organizations with multinational operations (36%) were more likely to use analytics or reporting tools than were those with U.S.-based operations (16%). • Do organizations monitor the social media activities of their workforce? Yes; 39% reported monitoring employee social media activities on company-owned computers or handheld devices. Organizations with 100 or more employees and publicly owned-for profit companies were more likely to monitor the social media activities of their employees. • What percentage of organizations use social media for internal communications? Overall, 20% of organizations reported using social media for internal communications, such as between employees who work at the same location, different locations or work off company premises. Larger organizations—those with 500 to 2,499 employees (23%), 2,500 to 24,999 employees (31%), and 25,000 or more employees (42%)--and firms with multinational operations (28%) were more were more likely to use social media for internal communications compared with smaller firms and firms with U.S.-based operations. The top three ways social media was used for internal communications were information sharing (79%), information delivery (68%) and group discussion (49%).

4. Key Findings • What percentage of organizations have a formal social media policy? Overall, 40% of organizations have a formal social media policy. Smaller organizations (99 or fewer employees) were less likely have a policy compared with organizations with 100 or more employees. The most frequently cited elements included in these policies were 1) a code of conduct for employee use of social networking environments for professional purposes (68%), 2) a code of conduct for employee usage of social networking environments for personal purposes (66%), 3) a note regarding the organization’s right to monitor social media usage (56%), 4) guidelines for social media communications (55%), and 5) guidelines for responding to feedback on social networking environments (35%). • Who is responsible for creating and enforcing workplace social media policies? Among organizations with formal social media policies in place, human resources (HR) is responsible for creating and enforcing these policies. 43% of organizations reported HR is primarily responsible for creating workplace social media policies, and 44% reported HR is primarily responsible for enforcing these policies. • Are organizations taking disciplinary action against employees who violate their social media policies? Yes; among organizations with a social media policy, 33% indicated they have taken disciplinary action against employees who violated their policy within the last 12 months.

5. Parties Responsible for Organizing Social Media

6. Which function has the primary responsibility for leading the organization’s social media activities? Note: n = 480. “Not sure” and “not applicable "responses were excluded from this analysis.

7. Does your organization employ at least one full-time employee, such as a social media director or officer, who is dedicated to your organization’s social media efforts? Note: n = 508

8. Does your organization outsource any part of its social media activities (e.g., consultants, agencies, contractors)? Note: n = 404. “Not sure” responses were excluded from this analysis.

9. Social Media Strategies

10. Does your organization have a social media strategy? Note: n = 376. “Not sure” responses were excluded from this analysis.

11. Does your organization have a social media strategy? Comparisons by organization staff size: Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to have a social media strategy. Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to have a social media strategy.

12. Do your organization’s social media activities have clear goals? Note: n = 340. “Not sure” responses were excluded from this analysis.

13. Is social media part of your organization’s marketing strategy? Note: n = 397. “Not sure” responses were excluded from this analysis.

14. Does your organization advertise on social networking services? Note: n = 398. “Not sure” responses were excluded from this analysis.

15. Does your organization advertise on social networking services? Comparisons by organization staff size: Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to advertise on social networking services. Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to advertise on social networking services.

16. Social Media Policies

17. Does your organization have a formal social media policy? Note: n = 470

18. Does your organization have a formal social media policy? Comparisons by organization staff size: Compared with smaller organizations (fewer than 100 employees), larger organizations (100 or more employees) were more likely to have a formal social media policy.

19. Which function has the primary responsibility for creating your organization’s social media policy? Note: n = 180. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis. Total does not equal 100% due to rounding.

20. Which function has the primary responsibility for enforcing your organization’s social media policy? Note: n = 177. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis. Total does not equal 100% due to rounding.

21. Which of the following elements are included in your organization’s social media policy? (Check all that apply.) Note: n = 181. Respondents who indicated their organization does not have a formal social media policy were excluded from this analysis.Percentages do not total 100% due to multiple response options.

22. Within the last 12 months, has your organizations taken disciplinary action against an employee who violated your social media policy? Note: n = 141. Respondents who indicated their organization does not have a formal social media policy and “not sure” responses were excluded from this analysis.

23. Within the last 12 months, has your organizations taken disciplinary action against an employee who violated your social media policy? Comparisons by organization staff size: Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to have taken disciplinary action against an employee who violated the social media policy.

24. Tracking and Monitoring Social Media Activities

25. Does your organization monitor social media mentions of your organization? Note: n = 344. “Not sure” responses were excluded from this analysis.

26. Does your organization monitor social media mentions of your organization? Comparisons by organization staff size: Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to monitor social media mentions. Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to monitor social media mentions.

27. Does your organization monitor the social media activities of your employees on company-owned computers or company-owned handheld devices? Note: n = 366. “Not sure” responses were excluded from this analysis.

28. Does your organization monitor the social media activities of your employees on company-owned computers or company-owned handheld devices? • Comparisons by organization staff size: • Compared with smaller organizations (fewer than 100 employees), larger organizations (more than 100 employees) were more likely to monitor social media activities. • Comparison by organization sector: • Compared with publicly owned for-profit organizations, privately owned for-profit organizations, nonprofit organizations and government agencies were more likely to monitor social media activities

29. Does your organization use analytics or reporting tools to measure the return on investment (ROI) for your organization’s social media efforts? Note: n = 342. “Not sure” responses were excluded from this analysis.

30. Does your organization use analytics or reporting tools to measure the return on investment (ROI) for your organization’s social media efforts? Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to use analytics or reporting tools to measure the ROI of social media efforts.

31. Social Media for Internal Communications

32. Does your organization currently use social media for internal communications? (This includes communications between employees who work at the same location, different locations or work off company premises.) Note: n = 492. “Not sure” responses were excluded from this analysis.

33. Does your organization currently use social media for internal communications? (This includes communications between employees who work at the same location, different locations or work off company premises.) Comparisons by organization staff size: Compared with smaller organizations (fewer than 500 employees), larger organizations (500 or more employees) were more likely to use social media for internal communications. Comparison by operations location: Compared with U.S.-based organizations, organizations with multinational operations were more likely to use social media for internal communications.

34. Does your organization have plans to use social media for internal communications within the next 12 months? Note: n = 251. Respondents who indicated their organization already uses social media for internal communications and “not sure” responses were excluded from this analysis.

35. How does your organization use social media for internal communications? Note: n = 99. Respondents who indicated their organization does not use social media for internal communications were excluded from this analysis. Percentages do not total 100% due to multiple response options.

36. In the next 12 months, does your organization plan to increase or decrease your social media efforts? Note: n = 365. “Not sure” responses were excluded from this analysis.

37. Demographics

38. Demographics: Organization Industry Note: n = 489. Total does not equal 100% due to multiple response options.

39. Demographics: Organization Industry (continued) Note: n = 489. Total does not equal 100% due to multiple response options.

40. Demographics: Organization Sector n = 490

41. Demographics: Organization Staff Size n = 466

42. Demographics: Other n = 500 n = 498 n = 344

43. SHRM Survey Findings: Social Media in the Workplace • Response rate = 19% • Sample composed of 532 randomly selected HR professionals • Sample composed of members with the job function of recruiting/staffing • Margin of error is +/- 4% • Survey fielded December 17, 2010, through February 1, 2011 Methodology For more poll findings, visit: www.shrm.org/surveys Follow us on Twitter: http://twitter.com/SHRM_Research