《Altimeter：2015年社交媒体营销报告》.pdf

A Best Practices Report The 2015 State of Social Business: Priorities Shift From Scaling to Integrating July 28, 2015 By Ed Terpening With Charlene Li and Omar Akhtar Includes input from 10 managers of social business and 113 survey respondents for organizations with more than 250 employees EXECUTIVE SUMMARY The Real Work Is Just Beginning. It has been more than 10 years since social media began to disrupt organizations. In that time, it has gone from being a “bright shiny object” that confounded business leaders, to becoming a widely adopted means of customer engagement. Having mastered the nuts and bolts of social media, today’s social strategist is focused less on scaling social engagement and instead looking inward, partnering with leaders to help social business cross silos, support a broader digital vision, and achieve new levels of employee engagement and advocacy. This will require leadership to articulate a social business vision beyond marketing and communications, while also ensuring a governance structure is in place to keep an increasing number of autonomous departments and employees acting together to support a unified, cross-channel customer (and employee) experience. 2 Table of Contents Executive Summary 2 Key Findings 4 I. The Top Priorities of a Social Business 5 Strategists Focus on Business Integration Instead of Scaling Social 5 Top Priority: The Integration of Social Into Digital 5 External Priorities Focus on Deepening Relationships and Employee Advocacy 7 Social Business Metr