2023-06-01-SproutSocial-2023年社交媒体报告_28页_4mb.docxVIP

The2023Stateof

ASIoDatacTakieaCenlterMStage

edia

Tableof

contents

Researchmethod3Businessfirmographics4Investinginsocialmediato

Researchmethod

3

Businessfirmographics

4

Investinginsocialmediatodrivebusinessimpact

5

Extractingvaluefromsocialmediawithemerging

technologiesanddatatools

10

2?|HarrisInsightsAnalyticsLLC,AStagwellCompany?2023 |@SproutSocial

Research

Researchmethod

Thisresearchwasconducted?online?inthe?U.S.andU.K.??byTheHarrisPollonbehalfof?SproutSocial.Participantsincluded778?socialmediamarketing,customercareandcommunicationsprofessionalsfromacrosssectionofUS

andUKbusinesses.Thesurveywasconducted?fromMarch13toMarch27,2023.?

3?|?HarrisInsightsAnalyticsLLC,AStagwellCompany?2023

Qualifiedrespondentsmetthefollowingcriteria

)Reside

)ResideintheUnitedStatesorUnitedKingdo

)18yearsofageorolde

)Employedfull-tim

)Managertitleorabov

)Workwithinsocialmediamarketing,customerservice/customer

care,orcommunications/publicrelationsfunction

)Involvedinthedecisionsaboutsocialmediastrategyand

marketingfortheirrespectivefunctionsandbusinesse

)Workforcompanieswhichcurrentlyusesocialmediaasan

Percentagesmaynotaddupto

Percentagesmaynotaddupto100%duetocomputerrounding

|@SproutSocial

Marketing(Net)37%?Customer

Marketing(Net)

37%?

CustomerService/CustomerCare

32%

SmallBusiness(1-99)?

11%?

Mid-Market(100-999)?

24%

Mid-MarketPlus(1,000-4,999)?

46%

Enterprise(5,000+)

19%

CountryFunctionrole

Country

Functionrole

Companysize

U.S.

60%?

U.K.

40%

Communications(Net) 31%

Jobtitle

Jobtitle

Customerfocus

Sizeofsocialmediafollowing

1to9,9994%10,000

1to9,999

4%

10,000to99,999

24%

100,000to499,999

31%

500,000to749,999

22%

750,000to999,999

10%

1,000,000+

8%

Consumersonly(B2C)

14%

Businessonly(B2B)

4%

Owner/President

6%

C-levelEx