According to a study published by Mzinga and Babson Executive Research that examined how each business area embraced social media—among all business areas within a business, marketing (as expected) is found to have the highest rate of use of social media.
Business areas and their rate of embrace of Social media, Aug 2009:
Marketing_____________________________57 percent
Internal collaboration and learning___________39 percent
Customer Service and Support_____________29 percent
Sales________________________________ 25 percent
Human resources_______________________ 21 percent
Strategy______________________________16 percent
eMarketer has the following observation regarding the findings of the above research:
More and more opportunities will present themselves for companies to use social channels to increase their business. The landscape will change rapidly, so tactics that might have seemed irrelevant in 2009 might be on the table in 2010 or 2011.
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