Utilizing Social Media: The Effects on Organizational Relationships

1
Utilizing Social Media The Effects on
Organizational Relationships

• Survey and Interview Data

2
Introduction

• This research study details the findings of an
  online survey and select follow-up interviews.
  Both qualitative and quantitative methods were
  employed to expose the affects of social media on
  internal and external relationships and answer
  the all research questions. This mixed-methods
  approach is expected to generate a balanced
  understanding of social media affects on
  relationships. As the statistics will provide a
  platform of demographics and personal preferences
  the interviews will warrant a narrative of what
  is not mention in the qualitative research. It is
  important to use this mixed approach to gather as
  much feedback as possible to successfully
  measure .

3
Overview

• The surveys were conducted from March 23, 2010
  to April 30, 2010 to measure the preference of
  social media in contrast to pre-social media
  tools with regards to internal and external
  interactions.

4
Group A Consumer Demographics

• Respondent Facts
• 40 people started the survey, 37 completed it
  (92.5)
• Average respondent age 33
• Male/Female ratio 13/26

5
Group A Consumer Survey
6
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily Weekly Very few times Not recently Response Count
o Social networking 28 6 3 2 39
o Social bookmarking 6 7 10 16 39
o Writing a blog 5 5 4 25 39
o Reading a blog 14 9 6 10 39
o Commenting on a blog 7 9 7 16 39
o Writing a customer review 0 6 11 22 39
o Reading a customer review 8 17 7 7 39
o Use RSS feeder 5 0 7 27 39
o Listened to a podcast 4 3 11 21 39
o Uploaded a podcast 2 2 5 30 39
o Watched a vodcast 2 4 7 26 39
o Uploaded a vodcast 0 2 4 33 39
o Edit a wiki 1 0 4 34 39
o Sent a text message 31 3 3 2 39
o Received a text message 35 1 2 1 39
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
7
Group A Consumer Survey
8
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily Weekly Very few times Not recently Response Count
o Twitter 9 1 5 24 39
o Facebook 32 2 2 3 39
o LinkedIn 3 7 5 24 39
o Myspace 0 2 7 30 39
o YouTube 13 14 7 5 39
o Yahoo 15 11 3 10 39
o Google 33 4 1 1 39
o AOL 5 1 4 29 39
o MSN 9 2 5 23 39
o Mozilla 9 1 2 27 39
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
9
Group A Consumer Survey
10
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information? How useful are the following sources in finding organization information?
Answer Options 5 - Always useful 4 - Very useful 3 - Somewhat useful 2 - Not very useful 1 - Never useful 0 - Never used this source Response Count
o Company website 15 12 9 1 0 2 39
o Social networks 10 13 14 0 0 2 39
o Search engines 18 14 5 1 0 1 39
o Print press 7 8 16 3 0 5 39
o TV 6 2 20 7 1 3 39
o Radio 7 3 11 8 4 6 39
o Family 8 12 13 2 1 3 39
o Friends 9 12 16 0 1 1 39
answered question answered question answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question skipped question skipped question 1
11
Group A Consumer Survey
12
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization? How would you prefer to be contacted by and organization?
Answer Options Always Most times Occasionally Never Rating Average Response Count
o Email 21 13 5 0 3.41 39
o Phone [phone]
o Text 8 7 12 12 2.28 39
o Snail Mail 1 5 14 17 1.73 37
o Face to face 9 11 5 14 2.38 39
o Twitter 2 4 5 27 1.50 38
o Facebook 7 6 12 14 2.15 39
o LinkedIn 2 6 5 25 1.61 38
o IM 4 3 9 23 1.69 39
answered question answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question skipped question 1
13
Group A Consumer Survey
14
Group A Consumer Survey
Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey Consumer Survey
Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media? Which service would you prefer receiving via social media?
Answer Options 4 - Always 3 - Most times 2 - Occasionally 1 - Never Response Count
o Customer support 6 10 11 12 39
o Special promotions 17 8 8 6 39
o Recalls 13 8 7 11 39
o Consumer tips 9 11 10 9 39
o Consumer reviews 9 11 9 10 39
o Executive employee blogging 5 8 13 13 39
o Employment opportunities 13 12 6 8 39
o Event information 17 15 3 4 39
o FAQs 9 8 9 13 39
o Other 4 7 9 19 39
Other (please specify) Other (please specify) Other (please specify) Other (please specify) Other (please specify) 0
answered question answered question answered question answered question answered question 39
skipped question skipped question skipped question skipped question skipped question 1
15
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?

• 1. It has kept me closely connected with family
  and friends.
• 2. There's been no affect. I understand that
  organizations use social media, but since there
  is not a level of consistency in which sites are
  used and what types of information is given, I
  don't rely on social media as a source of
  information.
• 3. more aware
• 4. I am more appreciative of organizations that
  are transparent and open via SM.
• 5. Doesn't affect me really. I ignore all the fan
  page requests from organizations on FB. I just
  want to use facebook to talk to friends and catch
  up on people's lives.
• 6. Not much with organizations but it has been
  useful with friends and family
• 7. Twitter is my favorite means to hear news from
  organizations. I use TweetDeck and have a column
  just for feeds from organizations that I have
  chosen to follow. I find myself better informed
  about information I'm actually interested in. T
• 8. hasn't
• 9. Provided another source for finding
  information.
• 10. Social media helps share knowledge across
  parts of LMI that would not have otherwise
  communicated.

16
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?

• 11. I feel more updated on what is going on with
  the organization.
• 12. I can get through to most organizations via
  social media
• 13. It hasn't.
• 14. it is easier to track groups that i have an
  interest in - their events, activities, and
  ideas.
• 15. Not at all.
• 16. LinkedIn has helped find jobs
• 17. none
• 18. No effect to slight improvement
• 19. It's made it easier to learn more about the
  organizations i.e. employees, job openings, and
  possible contacts
• 20. I use Social media daily, and it has allowed
  me to become more aware of organizations.

17
Group A Consumer InterviewsHow has social
networking affected your relationships with
organizations?

• 21. Hasn't affected it at all
• 22. I am more aware what organizations are doing!
  
• 23. It has created a barrier between myself and
  organizations, for example when a complaint is
  registered it is very rarely done face to face
  anymore, and so does not completely rectify
  anything.
• 24. I've got feedback from companies upon posing
  questions. always works well!
• 25. N/A
• 26. I think organizations using social media show
  that they're trying to reach out to younger
  consumers since most younger people always use
  social media.
• 27. Gives me more insight to how things are fan
  through them and their operations.
• 28. Easier to learn about.
• 29. Not much at all
• 30. it hasn't.

18
Group A Consumer InterviewsHow has social media
affected your relationships with organizations?

• 31. organizations and professional interest
  (potential employers or current employers make
  social media i.e.. social networking watered down
  (for a lack of better words). It causes
  censorship.
• 32. n/a
• 33. Since I work in the federal government, a lot
  of the federal government jobs are not advertised
  via social networks but more so on governmental
  job posting websites such as USAJobs.com and so
  forth. However, using social network will be very
  useful and hopefully the federal government will
  began to use it more often.
• 34. Social media has made organizations more
  accessible, thus making our relationships
  stronger.
• 35. It hasn't affected them at all.
• 36. I guess it makes it easier for them to
  advertise.
• 37. Due to my company being internationally
  headquartered, having a social media page has
  allowed me to get to know many of my coworkers as
  people instead of a voice over the phone or the
  next email. Seeing their social media profile
  assisted in helping me connect with them on other
  common interest outside of work.
• 38. it has not
• 39. I think it has affected me very much because
  of the new wave of technology that we have. Its
  easier to post information on social networking
  websites because it reaches a wide variety of
  people faster.

19
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?

• 1. A whole lot less paper. I know you still need
  some services on paper, but it sure helps keep
  the junk mail clutter down through snail mail.
• 2. I'd like to see more organization of the sites
  and for organizations to use the sites more
  efficiently to disseminate information.
• 3. profanity on the sites more relevant
  information
• 4. I like when organizations communicate in a
  personal manner via SM--when blog posts are
  signed by a CEO, or a twitter post is attributed
  to someone specific and not just from the
  organization broadly.
• 5. Its not as easy to find out about
  organizations on facebook. From my knowledge, you
  have to add them in order to do anything with
  them or to keep updated on them. If it was like a
  search engine where you can search the name and
  then find what you need about the organization,
  that would be better.
• 6. Some basic information for those of us in the
  60 crowd on the benefits if these tools
• 7. I wish the social networks made it easier to
  have separate personal/professional interactions.
  
• 8. no change
• 9. I don't know.
• 10. Less "jibber-jabber" and more content of
  significance.

20
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?

• 11. Less spam.
• 12. Less Spam, less elf promotion from
  individuals and companies
• 13. Professional.
• 14. less advertising, less polemicism more
  information, more contact
• 15. Not sure
• 16. less forced commercials
• 17. trash
• 18. n/a
• 19. I would like to see less advertising
• 20. I would like to see less advertisements from
  other organizations

21
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?

• 21. more useful information
• 22. More interaction less selling
• 23. I would like to see the personal side of
  organizations communication brought back.
  Especially when it is important. When it is in
  regards to sales, or promotions that is ok to be
  done by social media, but I believe that when
  talking about an individuals personal experience
  it should be done face to face
• 24. Advertising and promotions for users of the
  social media. less customers complaining on the
  sites about the company
• 25. N/A
• 26. less advertisements
• 27. More things that matter to the common person
• 28. More info
• 29. More exclusive offers with subscription to
  these outlets
• 30. Nothing

22
Group A Consumer InterviewsWhat would you like
to see more of and what would you like to see
less of when using social media to communicate
with organizations?

• 31. less pop up ads for things I don't
  want....less viruses attached to ads
• 32. n/a
• 33. Yes, as I explained in my previous answer. It
  will be great if more organizations specifically
  federal government organization use social media
  more to reach out to more qualified applicants
  for various job positions.
• 34. I would like to see more live interaction,
  not info blast.
• 35. It is right were needs to be can't complain
  at all.
• 36. I don't know.
• 37. I would like to see executives use social
  media also, to connect more with employees.
• 38. Less advertising
• 39. I think social media is great to use for
  information but I still believe in the old
  traditional way of communicating. face to face
  interaction is always best.

23
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?

• 1. I think it is pretty cool. One of my favorite
  companies uses facebook to tell you about sales
  and special promotions you can get online or
  in-store. I much prefer it than having my mail
  box over flow with a bunch of paper.
• 2. It depends on the organization and the type of
  information being communicated.
• 3. free free free
• 4. Externally, I think organizations have the
  opportunity to engage better with customers/
  interested parties via SM. Internally
  organizations can develop more of a community
  within their own employees.
• 5. I think that in their attempts to make as much
  money as they can, they are helping to make our
  lives more complicated, especially the folks who
  have a life but like to research things before
  they do them or buy them (like me). We are
  bombarded with SO many distractions on facebook
  now that I just pretty much stick with doing what
  I did on facebook when I first got on it in
  college. It has become too time consuming for me
  to do anything else like keep up with
  organizations, if I even knew the organization
  was on facebook. I can see how organizations
  using social media CAN work for some people,
  though. If the organization was that important to
  me, I'd sign up to receive emails or mailings and
  keep up that way. Otherwise, I'll Google, visit
  the organization, or talk to someone who knows
  about the org.
• 6. I think it depends on the nature of the work
  and the corporate culture
• 7. Social media is useful for audiences that are
  receptive to hearing from your organization. In
  other word, I feel the medium is best for
  maintaining and engaging existing customers. I
  just don't know how effective it is in reaching
  out to potential new customers.
• 8. never thought about it
• 9. It shows that an organization is trying to
  keep up with current and new technology.
• 10. Absolutely a good idea but the trick is
  getting a critical mass to use a tool. If no one
  uses it, then there's no reason to use it.

24
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?

• 11. I think it is the wave of the future.
• 12. If used well, it is a great tool.If used
  poorly, it is just more garbage...
• 13. I feel social media is over-hyped by
  consultants and the media.
• 14. it's great, so long as people/organizations
  are able to walk the very tricky line between
  professional life, personal life, private life,
  and public life. so far, social media has not
  entirely provided a safe framework for
  people/organizations to delineate these disparate
  aspects.
• 15. It seems to be the trend and the way things
  are going but I just prefer email over
  everything.
• 16. seems like a great idea to keep up with the
  younger generation
• 17. don't have the time to talk to people
  personally
• 18. I think social media has its place in an
  orginazation, as well as, more traditional means
  of communication.
• 19. I think it's the wave of the future.
• 20. I believe that communicating through social
  media is a good idea, as long as it is being used
  for communication purposes only and not to spy on
  employees.

25
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?

• 21. n/a
• 22. Great! It is so much more effective than
  email!
• 23. I think it is cowardly, pointless, and shows
  that they are really in it for the money, not to
  help people.
• 24. love it
• 25. As much as I used social networks such as
  Facebook for meeting new people, I'd still rather
  companies contact me via email or phone - the old
  fashion ways
• 26. If it helps expand their organization, I'm
  all for it
• 27. Its great for having a dialog amongst others
• 28. Pressed
• 29. Most of it seems like organizations are
  ramming their products down our throats as
  opposed to making any special offers
• 30. As long as there aren't any laws broken or
  organization aren't using any methods deemed
  inappropriate, it's cool.

26
Group A Consumer InterviewsWhat are your
personal thoughts on organizations utilizing
social media to communicate?

• 31. they don't mix
• 32. n/a
• 33. Utilizing social media is very innovative and
  a faster way to communicate to others
  particularly when it comes to advertising jobs
  and other ads via online.
• 34. for informal information, it is great. It
  will also serve a filter in feeling out serious
  consumers.
• 35. I think its good because most people
  communicate through the social media so you gotta
  keep up with the times and how people
  communicate.
• 36. Can be annoying sometimes.
• 37. I think keeping abreast on the new social
  media outlets and being ahead of the game allows
  for any organization to stay modern and also
  increases the organization visibility to users
  and therefore better known.
• 38. They are very smart social media is the way
  to go these days.
• 39. its great for conveying information.

27
Group B External Org Demographics

• Respondent Facts for Group B
• 40 people started the survey, 40 completed it
  (100)
• Average respondent age 44
• Male/Female ratio 15/25

28
Group B External Organization Survey
29
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Social networking 25 8 5 2 40
o Social bookmarking 9 8 5 18 40
o Writing a blog 4 11 9 16 40
o Reading a blog 22 8 3 7 40
o Commenting on a blog 8 10 8 14 40
o Writing a customer review 0 4 22 14 40
o Reading a customer review 12 13 11 4 40
o Use RSS feeder 13 6 6 15 40
o Listened to a podcast 6 7 13 14 40
o Uploaded a podcast 1 3 5 31 40
o Watched a vodcast 3 10 6 21 40
o Uploaded a vodcast 0 1 6 33 40
o Edit a wiki 1 2 5 32 40
o Sent a text message 25 7 3 5 40
o Received a text message 25 9 3 3 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
30
Group B External Organization Survey
31
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Twitter 15 10 5 10 40
o Facebook 25 10 4 1 40
o LinkedIn 10 15 7 8 40
o Myspace 1 1 6 32 40
o YouTube 10 15 12 3 40
o Yahoo 13 6 10 11 40
o Google 33 3 1 3 40
o AOL 5 3 2 30 40
o MSN 9 6 8 17 40
o Mozilla 5 1 9 25 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
32
Group B External Organization Survey
33
Group B External Organization Survey
34
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External Organization Survey - External
When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use? When looking to communicate with consumers, which source do you prefer to use?
Answer Options Always Sometimes Ocassionaly Never Response Count
o Company website 24 11 3 2 40
o Newspaper 5 12 6 17 40
o Blogs 11 7 4 18 40
o TV 2 10 7 21 40
o Radio 1 8 8 23 40
o Face to face 20 15 3 2 40
o Social networks (i.e. Twitter, LinkedIn, Facebook) 16 13 8 3 40
o Snail mail 2 9 18 11 40
answered question answered question answered question answered question answered question 40
skipped question skipped question skipped question skipped question skipped question 0
35
Group B External Organization Survey
36
Group B External Organization Survey
Organization Survey - External Organization Survey - External Organization Survey - External
Which kinds of services does your organization offer via social media? Which kinds of services does your organization offer via social media? Which kinds of services does your organization offer via social media?
Answer Options Response Percent Response Count
o Customer support 30.0 12
o Special promotions 27.5 11
o Product/services information 60.0 24
o Consumer tips 40.0 16
o Consumer reviews 15.0 6
o Executive employee blogging 45.0 18
o Employment opportunities 47.5 19
o Event information 57.5 23
o FAQs 47.5 19
o Other 37.5 15
Other (please specify) Other (please specify) 13
answered question answered question 40
skipped question skipped question 0
37
Group B External Organization Interviews Why
does your organization use social media to
communicate?

• 1. We feel it is a method to reach young
  professionals but that list will grow.
• 2. to educate the members of our trade
  association.
• 3. we recognize it's the best way to reach our
  target audience (which is B2B not B2C so that is
  a bit different than what your survey is asking)
  We don't market to consumers.
• 4. Transfer of information
• 5. to appear modern, to attempt to gain new and
  younger audiences
• 6. We are a technology company, we need to
  understand and use the tools that our clients
  might be using.
• 7. To expand the reach of pubic communication and
  direct citizens to locations to learn more about
  the organization.
• 8. I work with the DOD. They are afraid of social
  media.
• 9. It's the trend!
• 10. To reach a broader audience, who might not
  come to our website.

38
Group B External Organization Interviews Why
does your organization use social media to
communicate?

• 11. Information about specific projects that
  impact the community. We often ask for input and
  feedback from the public.
• 12. Courageous leadership.
• 13. It's budget-neutral.
• 14. We made a conscious decision to "meet our
  customers where they are" rather than forcing
  them to come to us "our way."
• 15. To have a more engaging conversation with our
  stakeholders.
• 16. Reach a younger generation
• 17. Helps keep teams that are spread out in close
  communication
• 18. Because our audience isn't always on our site
  and we hope to get our message to them.
• 19. going where the users are
• 20. It is considering using social media to reach
  a younger audience.

39
Group B External Organization Interviews Why
does your organization use social media to
communicate?

• 21. Good way to engage active citizens.
• 22. it doesn't
• 23. Another mode of communication for the mix and
  it helps improve SEO
• 24. My organization is a public school system and
  they do not use social media to communicate with
  consumers.
• 25. My organization is Mary Kay. We need to get
  product on people.
• 26. does not apply 2 me
• 27. It's necessary
• 28. Great way to reach a broad number of people,
  low costs
• 29. Get more/better applicants
• 30. Business Capabilities

40
Group B External Organization Interviews Why
does your organization use social media to
communicate?

• 31. better understanding of client in a cool
  atmosphere
• 32. Because they are required to.
• 33. We don't.
• 34. One of the most effective mediums for
  connecting with diverse audiences
• 35. stay in touch with younger generation.
• 36. To reach the new generation of applicants
• 37. Another form of communication
• 38. to reach clients who use it! younger groups
  especially
• 39. Because it's efficient, and gives consumers
  immediate answers.
• 40. To bring in various donors

41
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?

• 1. too new to assess
• 2. it has brought us closer to our members.
• 3. We have increased our awareness levels and
  have found other companies who want to partner
  with us as a result of our social media efforts.
• 4. Limited
• 5. reaching a greater audience
• 6. It connects the company to individuals on a
  relaxed level. It's fun and it's easy-going.
• 7. It is creating dialogue and feedback we did
  not previously have access to.
• 8. We are not attracting young people to work as
  civilian employees.
• 9. Less face-to-face and somewhat less phone
  calls
• 10. The perceive us as more open and transparent.

42
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?

• 11. It has allowed us to broaden our scope and
  reach of communication with larger and more
  diverse audiences.
• 12. Opened new channels, but there's some
  hesitation
• 13. It's allowed greater engagement and viral
  dissemination of information.
• 14. It's still evolving. Traffic on our Facebook
  and LinkedIn presences is increasing, and our
  Twitter following is growing more rapidly each
  week.
• 15. It has been slow, but we do see a return on
  our time investment with people applying for
  positions or being interested in our website for
  more information.
• 16. Moderate effect
• 17. Improved it for some, for others no change-
  depends on the clients relationship with social
  media.
• 18. Our customers are more engaged with us and
  don't think of us as a normal state agency.
  Instead they think of us as an innovative agency
  that spends taxpayer dollars wisely.
• 19. reaching people we did not before
• 20. n/a

43
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?

• 21. Provides fairly quick feedback from a
  knowledgeable community. It is not the total
  solution.
• 22. none
• 23. Able to touch base more often
• 24. I work in a public school system. There are 3
  possible consumers the student, parent, and
  public. If I consider my consumer to be a student
  - I have a better relationship with those
  students because I can glean insight into what is
  happening in their world from their perspective.
  For example, I know when a student may need
  counseling based on posts from their Facebook or
  MySpace pages.
• 25. It has both enhanced and increased my
  relationship with and business with my clients.
• 26. does not apply 2 me
• 27. an opportunity to reach out the
  wider/anti-social audience
• 28. Build relationships
• 29. None so far
• 30. More dialog with consumers

44
Group B External Organization Interviews What
affects has social media had on your
relationships with consumers?

• 31. keeps people in the loop with others and keep
  lines of communication open
• 32. None.
• 33. No effects.
• 34. Strengthens relationships
• 35. easier to contact us
• 36. Not sure there have been any
• 37. Minimal
• 38. able to contact/touch them more often
• 39. I've become better friends with clients (past
  and present) because of, for example, Facebook.
• 40. N/A

45
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?

• 1. I believe we are going to see an explosion of
  social networking as a means of communication in
  the coming two years.
• 2. I think it's incredibly powerful because it's
  a conversation and much more collaborative.
• 3. It's a must. But let's not get caught up in it
  to the exclusion of other means of communicating.
  
• 4. Concerned about security vulnerabilities
• 5. It needs to be time-consuming and content
  intensive to provide real value. Starting without
  a plan is suicide.
• 6. It is a different type of customer/company
  connection. Casual and relaxed v stiff and
  forced.
• 7. SM is a tool. It is one part of the overall
  communication effort. Done properly it can reach
  new audience members and expnd the overall
  audience. That said it must be part of the plan
  to be effective and can not just be done to be
  done.
• 8. I love it. I think it is a great way to spread
  positive information about a company.
• 9. great idea (and becoming essential)!
• 10. I think it's growing trend that will become
  the norm for interacting with our
  clients/customers.

46
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?

• 11. It is here to stay, so we need to figure out
  how to best maximize the value to all of our
  clients and consumers.
• 12. Necessary.
• 13. If you're not participating, someone will
  fill the void that already exists, and when that
  happens, you'll have no control over the message.
  
• 14. My organization relies on volunteers to
  execute most everything we do, so we've found
  that a strong social media plan makes day-to-day
  communication much easier - and far less
  expensive than conventional methods.
• 15. I think social media is a great way for
  organizations to communicate externally with
  their stakeholders. It allows for instant
  feedback and a pulse of whether you are doing
  things right or need to improve what you are
  doing. It puts faces to the customers you are
  serving.
• 16. Organizations should use all avenues of
  communication
• 17. It's a must!
• 18. It's a fantastic way to communicate with the
  public if you have the resources to maintain it.
• 19. very positive.
• 20. I think it is the coming thing. Ignoring the
  impact would be foolish.

47
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?

• 21. Great way to get some information out into
  the community. We have to be careful that it not
  the only way information is distributed but only
  one of many tools.
• 22. great idea, wish mine would do so
• 23. If done well, it can be helpful and
  informative. But please don't spam.
• 24. Personally, I think that it would be a good
  idea to communicate more effectively with
  parents, students and the public. It would be
  nice if the schools would participate in some
  type of social media. It would be useful to
  broadcast situations at school such as code
  black, broken down bus, or to notify parents of
  meetings.
• 25. Organizations will become "unnoticed or less
  noticed," if they do not keep up with technology.
  A part of that "keeping up with the times" is
  utilizing social media in order to keep/make
  people aware that an organization exists.
• 26. does not apply 2 me
• 27. it's good, just be careful as its not always
  trust-worthy and can be annoying at times
• 28. need to
• 29. We need to use them or they will be used to
  communicate a message we might not like. An
  organization that uses them proactively tends to
  be better prepared for future success..
• 30. No problem

48
Group B External Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate externally?

• 31. it is great for business it opens the doors
  of communication to marketing other venues
• 32. They are a joke. It is all just a show to
  meet the requirements of the current
  administration. The management has been through
  this before- if they wait long enough, the
  administration/leadership appointees change, and
  they can coast back to 'the usual'. Our
  administrator doesn't even use a computer, let
  alone email.
• 33. Personally, I love that other organizations
  use social media, which is one of the reasons
  I've tried to champion its use in our
  organization.
• 34. "Social media is a fundamental shift in the
  way we communicate. All the time online
  conversations are happening about you, your brand
  and your organisation. "it's not a choice whether
  you DO social media, the choice is how well you
  do it" Erik Qualman"
• 35. I think it is necessary in today's world
• 36. Seems like a good idea, especially if we used
  it more thoroughly. I think it works for others.
  Of course the people we are trying to contact may
  use our onset to move onto more exclusive venues.
  
• 37. Time consuming
• 38. neutral
• 39. If it wasn't for such organizations, my
  business would still be tanking.
• 40. Social Media Social Networking are the
  future

49
Group C Internal Org Demographics

• Respondent Facts for Group C
• 18 people started the survey, 17 completed it
  (94.4)
• Average respondent age 47
• Male/Female ratio 5/13

50
Group C Internal Organization Survey
51
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days? How many times have you utilized the following activities within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Social networking 12 3 3 0 18
o Social bookmarking 3 2 4 9 18
o Writing a blog 2 3 6 7 18
o Reading a blog 12 4 1 1 18
o Commenting on a blog 4 6 5 3 18
o Writing a customer review 0 3 9 6 18
o Reading a customer review 5 6 3 4 18
o Use RSS feeder 6 3 3 6 18
o Listened to a podcast 5 1 6 6 18
o Uploaded a podcast 2 2 2 12 18
o Watched a vodcast 0 2 5 11 18
o Uploaded a vodcast 0 1 3 14 18
o Edit a wiki 0 2 6 10 18
o Sent a text message 11 3 1 3 18
o Received a text message 11 3 1 3 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
52
Group C Internal Organization Survey
53
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days? How often have you visited the following sites within the last 30 days?
Answer Options Daily weekly every other week never Response Count
o Twitter 7 5 3 3 18
o Facebook 7 6 4 1 18
o LinkedIn 5 8 2 3 18
o Myspace 1 2 1 14 18
o YouTube 5 6 4 3 18
o Yahoo 4 4 7 3 18
o Google 16 2 0 0 18
o AOL 0 1 1 16 18
o MSN 4 2 1 11 18
o Mozilla 3 4 1 10 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
54
Group C Internal Organization Survey
55
Group C Internal Organization Survey
56
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use? When looking to communicate with co-workers, which source do you prefer to use?
Answer Options Always Sometimes Ocassionaly Never Response Count
o Company intranet 3 7 5 3 18
o Email 13 5 0 0 18
o Blogs 1 1 3 13 18
o Phone [phone]
o IM 4 2 6 6 18
o Face to face 10 8 0 0 18
o Social networks (external) (i.e. Twitter, LinkedIn) 1 7 2 8 18
o Social networks (internal) (i.e. Yammer) 0 7 1 10 18
answered question answered question answered question answered question answered question 18
skipped question skipped question skipped question skipped question skipped question 0
57
Group C Internal Organization Survey
58
Group C Internal Organization Survey
Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal Organization Survey - Internal
Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers? Which reason have you utilized social media to communicate with co-workers?
Answer Options Answer Options Response Percent Response Count
o Non-work related interaction o Non-work related interaction 66.7 12
o Assistance with a work task o Assistance with a work task 50.0 9
o Brainstorming o Brainstorming 50.0 9
o Meetings o Meetings 50.0 9
o Long distance interaction o Long distance interaction 50.0 9
o To push out information to unspecified people o To push out information to unspecified people 38.9 7
o Information about the company (i.e. training, company updates, benefits, events) o Information about the company (i.e. training, company updates, benefits, events) 33.3 6
o Other o Other 22.2 4
Other (please specify) Other (please specify) Other (please specify) 5
answered question answered question answered question 18
skipped question skipped question skipped question 0

Number Other (please specify)
1 Share lessons learned or best practices with each other Share lessons learned or best practices with each other
2 Forbidden by Federal Agency
3 never use social media at work (I don't count email as social media) never use social media at work (I don't count email as social media) never use social media at work (I don't count email as social media)
4 new internal online community
5 to discuss best practices and ask questions on social media sites to discuss best practices and ask questions on social media sites to discuss best practices and ask questions on social media sites
59
Group C Internal Organization Interviews Why
does your organization use social media to
communicate?

• 1. Enhancement
• 2. It is effective and makes employee feel we are
  involved and are up to date
• 3. BECAUSE IT'S CHEAP AND EASY.BECAUSE YOU CAN
  REACH A LOT OF PEOLE AT ONCE.BECAUSE IT BUILDS A
  COMMUNITY THAT IS VISIBLE TO EACH OTHER
• 4. Social media is an important way for our
  company to educate members and non-members about
  our organizations mission. It also provides a new
  avenue for this audience to get involved with our
  work and update us on their interests.
• 5. It is fast and can reach people wherever they
  may be
• 6. It only uses social media for external
  communications.
• 7. the employees do - young staff. it depends on
  your definition of social media which is lacking
  here. I know what I mean by social media but
  every respondent will be different.
• 8. Expand the dialogue
• 9. share information about events
• 10. We only use social media to communicate with
  our clients.

60
Group C Internal Organization Interviews Why
does your organization use social media to
communicate?

• 11. Courageous leadership.
• 12. IM saves time and saves email server
  resources and "email fatigue" syndrome. Yammer is
  good for general status, to know what people are
  working on.
• 13. doesn't really except twitter set up for
  emergencies
• 14. never use social media at work (I don't count
  email as social media)
• 15. Forbidden by Federal Agency
• 16. We don't use it...yet.
• 17. To keep up with times and preferences
• 18. Easy access to broad group

61
Group C Internal Organization Interviews What
affects has social media had on your
relationships with other employees?

• 1. Improved relationships
• 2. Better and broader communication
• 3. GENERALLY POSITIVE
• 4. Our company has 50 state offices, so Yammer is
  a great tool for all staff members working on
  social media initiatives to communicate with one
  another. It has been a great forum for sharing
  information and best practices. I also use it
  frequently to get advice and ask questions about
  things I don't know.
• 5. We stay in better touch
• 6. None yet - mostly externally.
• 7. allows for different styles of communication
  and preference.
• 8. increased awareness
• 9. push out same information to a lot of people
  and the message remains the same.
• 10. None.

62
Group C Internal Organization Interviews What
affects has social media had on your
relationships with other employees?

• 11. Mixed. Some people love it, some people hate
  it, and I'm the face of the effort.
• 12. Easy to ping someone on IM - makes people
  more approachable.
• 13. none
• 14. none, we don't use it
• 15. Have connected sparingly via Linked in with
  other employees across the country, but again,
  social media is forbidden by my Federal Agency.
• 16. It has, for the most part, improved my
  relationships with my coworkers.
• 17. Not sure
• 18. Slowly changing organizational culture in
  government workplace

63
Group C Internal Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate internally?

• 1. The more the better
• 2. It will be more and more accepted for some
  types of communication
• 3. THEY SHOULD DO OR THEY WILL LABELED DINOSAURS
• 4. I think that as the world changes and the way
  we communicate changes, it is important that
  organizations adapt to this change so that it is
  able to more effectively serve it's members.
  Social media is becoming an important vehicle in
  the distribution and sharing of information and
  therefore, it is important that it be part of any
  organizations communication strategy.
• 5. I consider them to be modern and efficient
• 6. They are more progressive generally. Social
  media usage is just a by-product of progressive
  management.
• 7. All good. Please note in BOTH SURVEYS your
  selections do not allow for "once a month" and
  you do not identify whether it is my preference
  because it is what is available, requested of me
  to use, or required. Also, you don't touch on
  whether any of these tools are available. The
  word "utilize" should be used sparingly -- it is
  bad jargon at the best of times and has a very
  limited correct usage. Question 3 is a
  particularly egregious example of misuse.
• 8. do it carefully
• 9. need to incorporate this, great way to push
  out information fast.
• 10. As we progress towards telecommuting/telework,
  we will have a greater need for using other
  means of communication.

64
Group C Internal Organization Interviews What
are your personal thoughts on organizations
utilizing social media to communicate internally?

• 11. It's a brand-new initiative. I'm interested
  to see how it turns out.
• 12. It won't work for everyone or necessarily
  work for the organization, but it's a good idea
  to let people try it!
• 13. should use to fullest extent
• 14. If the organization is reasonably large, then
  it makes sense to use social media for sharing
  information, get input on things that affect the
  whole organization, maintain communities of
  practice. I personally prefer in person
  communication over digital communication, but if
  the work conditions (e.g. geographically
  disbursed organization, many teleworkers) then
  social media is a great substitute
• 15. My agency is a dinosaur. Social media is done
  as minimally as possible because the current
  administration demands it. They have a twitter
  account and contribute to the departmental
  facebook page because they are forced. Literally,
  only ONE employee has permission to work on any
  social networking (my boss). I requested the
  opportunity to work on this, and was told that
  only my boss could do it, so there was no need
  for anyone else to participate. We are blocked
  from Facebook- even our own departmental page!
  The Twitter name/link was created so that our
  agency could not be associated with the
  department, which is much more recognizable. My
  personal thought is that going through the
  motions wastes EVERYONE's time.
• 16. I enjoy using social media to communicate and
  wish more of my coworkers did as well.
• 17. I think it has great potential once more
  people use it.
• 18. Perfect way to bridge the generation gaps and
  meet GenY where they live and play - great way to
  share information quickly in a less formal setting