Il semble que les médias sociaux dans l’entreprise soit le sujet du jour. En effet, Tendance.com [2] met en ligne un graphique tiré de l’étude de econsultancy [3] qui dévoile que
Investment in social media
Even though 83% of companies (compared to 86% in 2009) expect social media spending to increase over the next year, the actual amount being spent is still very modest in real terms.
What is holding back investment?
In some cases, social media activity has failed to meet expectations or has been discontinued because of a failure to establish appropriate metrics to measure success.
Lack of integration within business
Another issue which has become apparent this year is the difficult many companies are having integrating activities relating to social media with other parts of their business.
Some 40% of companies say they have “experimented with social media but have not done much”, while just over a third say they have done an “average amount”.
Direct traffic is still regarded as the most important metric for assessing social media activity.
45% of responding companies don‟t have any internal policies or guidelines for the use of social media.
[3]
C’est très intéressant comme perspective, mais il ne faut pas oublier qu’on parle ici d’entreprises américaines. Je soupçonne que chez nous, on est très loin de ce constat. Par ailleurs, Jeremiah Owyang de Web-strategist partage le billet Analysis: 2011 Corporate Social Strategy Will Focus on Corporate Website Integration [4] qui inclut un intéressant graphique sur l’intégration des médias sociaux, toujours chez les entreprises américaines, mais qui ont plus de 1000 employés. Il hyperlies ce billet sur Roadmap: Integrating Social Technologies with your Corporate Website (Slides) [5] qui fait état d’exemples américains probants, d’intégration des médias sociaux selon une matrice bénéfice/enjeux qu’il avait développée spécifiquement pour ça.
[4]
[5]
MAJ
C’est Éric Bisson, via un twitt [8], qui me partage un autre graphique intéressant. Celui de Flowtown, How Are Companies Leveraging Social Media? [9]
[9]