Does your organisation use social media applications for internal or external communication or other purposes?

Transcription

1 Social media in statistical organisation Yhteenvetoraportti, N=33, Julkaistu: Vertailuryhmä: Kaikki vastaajat Background information Organisation Name of respondent Department Job title Does your organisation use social media applications for internal or external communication or other? Blogs 1. Yes, internal 3 9,68% Yes, external 5 16,13% 1 3,23% Not used 24 77,42% CIRCA 1. Yes, internal 10 32,26% Yes, external 10 32,26% 4 12,90% Not used 10 32,26% Digg Yes, external 1 3,57% Not used 27 96,43% Facebook

2 1. Yes, internal 1 3,23% Yes, external 5 16,13% 1 3,23% Not used 25 80,65% Flickr Yes, external Not used ,00% Forum/message board 1. Yes, internal 11 36,67% Yes, external 7 23,33% 2 6,67% Not used 12 40,00% Groups 1. Yes, internal 3 10,71% Yes, external 4 14,29% 1 3,57% Not used 22 78,57% LinkedIn 1. Yes, internal 1 3,57% Yes, external 1 3,57% Not used 26 92,86% Ning Yes, external Not used ,00%

3 Plaxo Yes, external Not used ,00% Slideshare 1. Yes, internal 1 3,45% Yes, external 1 3,45% 2 6,90% Not used 26 89,66% Social bookmarking 1. Yes, internal 1 3,45% Yes, external 3 10,34% 1 3,45% Not used 25 86,21% Twitter 1. Yes, internal 1 3,23% Yes, external 11 35,48% 1 3,23% Not used 19 61,29% Wikis 1. Yes, internal 9 29,03% Yes, external 6 19,35% Not used 20 64,52% Virtual Worlds (e.g. Second Life) Yes, external 1 3,57% Not used 27 96,43%

4 YouTube 1. Yes, internal 2 6,90% Yes, external 5 17,24% 3 10,34% Not used 22 75,86% 1. Yes, internal 2 20,00% Yes, external 3 30,00% Not used 6 60,00% Yes, external Not used 6 100,00% How did you select the applications you are using/planning to use? Which (1-3) of the applications you are using is the most important to your organisation, and why? What are the main reasons for your decision to use or not to use social media? If your organisation does not use social media at the moment, which of the following describes the situation best: 1. We have used but do not use any longer We are going to use social media in the future We have not used and are not going to use 11 52,38% 2 9,52% 8 38,10% %

5 How long have you been using social media (other than CIRCA)? 1. Less than 1 year 8 40,00% 1-2 years 9 45,00% 2-3 years 2 10,00% More than 3 years 1 5,00% % For what do you use/ plan to use social media? 1. Education 12 41,38% Communication among staff of NSI 9 31,03% Keeping in touch with users 17 58,62% Management 2 6,90% 5. Marketing 13 44,83% 6. Professional networking 6 20,69% 7. Projects 4 13,79% 8. Recruitment 6 20,69% Seeking new audiences for statistics Sharing knowledge and information Socialising with colleagues 18 62,07% 22 75,86% 6 20,69% 1 Teamwork 3 10,34% 1 1 To build employer image To improve support to users 7 24,14% 17 58,62% 15. To get feedback 14 48,28% To monitor social media To promote the use and understanding of statistics To raise dialogue based on statistics and statistical stories 6 20,69% 20 68,97% 7 24,14% 19. All of the above 3 10,34% ,24% 1 3,45%

6 Which do you regard as your three main for using social media? What external target groups are you mainly aiming to reach with social media? Do you have a special strategy for social media usage? 1. Yes 1 3,03% Not yet, but it is under construction No, but social media is included in our general communication strategy No, and have not planned to draft one 11 33,33% 9 27,27% 9 27,27% ,09% % Does your organisation allow its employees to participate in social media as representatives of your organisation? 1. Yes 3 9,09% Yes, but with restrictions 3 9,09% No 21 63,64% Don t know 6 18,18% % Do you have a formal policy regarding employees' use of social media at the office? 1. Yes 4 12,12% No 29 87,88% % In general, what kinds of experiences do you have from the use of social media for official? 1. Very positive 2 6,06% Positive 8 24,24% Neutral 10 30,30% Negative 5. Very negative 6. We have no experiences 13 39,39% % Please your answer. What happened?

7 What do you believe is - or could be - the key benefit from using social media? 1. Generated exposure for the organisation Increased web traffic/subscribers/optin lists Results in new partnerships Rise in search rankings 16 48,48% 6 18,18% 1 3,03% 2 6,06% 5. We see no benefits 1 3,03% ,21% % What kinds of difficulties if any has your organisation faced in the adoption/use of social media? Insufficient knowledge about social media Insufficient resources Lack of time (to learn/explore) Management is against the use of social media General atmosphere is against the use of social media Security risks are seen as too large Lack of concrete metrics Little/no technical support Right kinds of services are not available None of the above 9 27,27% 17 51,52% 14 42,42% 1 3,03% 2 6,06% 7 21,21% 3 9,09% 7 21,21% 4 12,12% 6 18,18% What do you see as the main threats to your organisation from social media? How have you prepared for them/reacted to them?

8 What do you believe is/would be the biggest impact on an organisation's performance if it does not embrace social media? 1. Damage to reputation 5 15,15% Lost revenues 1 3,03% Poor customer service Loss of competitive edge 6 18,18% 7 21,21% 5. No risk or impact 11 33,33% ,21% Which of the following metrics do you use to measure the outcomes of your social media activities? 1. Brand awareness Brand impact Brand reputation 1 3,03% Customer satisfaction Engagement with customers Engagement with prospects 4 12,12% 7. Sales Size of online community/followers Useful customer feedback Website traffic increase 9 27,27% 3 9,09% 9 27,27% 11. None of the above 15 45,45% ,12% How has social media affected your organisations: Quality of external communication (avg: 3,22) Communication within the organisation (avg: 3,00) Collaboration within the organisation (avg: 3,11) Very positively (Arvo: 4) Positively (Arvo: 3) Negatively (Arvo: 2) Very negatively (Arvo: 1) Has not affected (Arvo: 0) 100 % 100 % 100 %

9 Employer image (avg: 3,00) 100 % 3 % 34 % 0 % 0 % 62 % Do you monitor/moderate what people say about your organisation in social media? Monitor 1. Yes 12 42,86% No 16 57,14% % Moderate 1. Yes 5 19,23% No 21 80,77% % If yes, how do you monitor it? If yes, how do you moderate it? Does your organisation's social media engagement get support from top level management? 1. Yes 17 65,38% No 9 34,62% % Which department(s) is (are) responsible for managing social media communication in your organisation? How many persons in your organisation work on social media activities Full time as main activity avg: 0,17 Part-time avg: 1,83 Others avg: 2,63 What kind of a future do you see ahead for the use of social media in your organisation? 1. It will increase clearly It will increase somewhat It will stay unchanged 6 18,18% 13 39,39% 1 3,03%

10 It will decrease 5. Can't estimate 13 39,39% % How important is social media usage to your organisation? 1. Very important 2 6,06% Quite important 12 36,36% 5. Not very important Not important at all Don't know/can't estimate 11 33,33% 2 6,06% 6 18,18% % Other comments, examples of social media cases, etc.