Survey details social media differences

Posted on Jul 25, 2011 :: Insight on Business, Web Exclusive.
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Posted by of Insight Publications

When it comes to utilizing social media in the workplace, local business and community leaders still lag behind members of the local news media, according to the third annual Social Media Survey conducted by Leonard & Finco Public Relations Inc.

The survey found that the level of Northeast Wisconsin business/community leaders using social media is just over 76 percent, up from 67 percent in 2010 and 56 percent in 2009. Area news media use of social media has leveled off at nearly 80 percent.  

Cole Buergi, a senior account executive at the Green Bay public relations firm, says the survey results are not surprising and offer an inside look at how business and community leaders view and utilize social media verses traditional media. He says business leaders most commonly use LinkedIn and Facebook while the local media heavily use Facebook and Twitter.

The survey found that the social media tools most often used by Northeast Wisconsin business and community leaders are:

  • LinkedIn at nearly 64 percent (vs. 52 percent in 2010)
  • Facebook usage comes in at just shy of 59 percent (vs. 39 percent last year)
  • Twitter at 41 percent (vs. about 30 percent in 2010)

That’s in contrast to the news media’s social media preferences, including:

  • Facebook usage at nearly 81 percent (down slightly from last year’s 85 percent)
  • Twitter at 73 percent (74 percent in 2010)
  • LinkedIn at 46.1 percent (40.7 percent in 2010)

YouTube also ranked high in use by the media at 61.5 percent compared with business and community leaders at only 15 percent. An interesting side note is that the use of blogs among the area’s news media has plummeted to 23 percent this year, compared to 48 percent last year.

How do you use social media at work? Based on my personal observations, I think this looks pretty spot on.

–By MaryBeth Matzek