52% of organizations’ social media budgets are estimated to be allocated to social networking, while 13% are spent on blogs, 11% on micro-blogging, and 7% on wikis, per results from an IDC Global Technology and Industry Research Organization survey released in July 2012.
- Retail allocates the largest proportion of its budgets to social networks (60.3%)
- while communication and media dedicates the most to micro-blogging (14.3%)
- Process manufacturing and securities and investment services are the top industries in terms of percentage of social media budgets devoted to blogs and wikis, respectively.
Most concerned task : Increasing awareness of Product/ Service
Increased awareness of products and/or services; gathering feedback from customers on products and services and engaging customers more deeply; and helping employees be more effective are top drivers of social media usage.
Most difficult task : Managing posted content
Data from the “IDC Global Technology and Industry Research Organization IT Survey, 2012″ indicates that the top challenge cited in using social media tools – across all sectors – is managing and keeping track of all the posted content. Overall, measuring the impact of core business objectives is the next-most cited challenge, with justifying the expense of social software closely following.
- The IDC data is based on a survey of 4,177 respondents across 24 industries, with a full representation of private and public sector.
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