After a huge number of international requests we decided to release an English version of our scientific research “Social Media Governance 2010 – How companies, the public sector, and NGOs handle the challenges of transparent communication on the Internet.” According to the results, half of all German companies utilize social media for communications, but there are substantial deficiencies in staff competence and responsibilities.
The key findings are …
- 54 per cent of companies, governmental institutions, associations and NGOs in Germany – the largest European country – utilize social media with half of them being active in this area for less than one year.
- More than 80 per cent of participants in the study assess their own social media skills as mediocre or limited.
- The most frequently stated perceived risks of social media can be summarized under the term “loss of control.” A total of 82 per cent perceive the greatest benefit to be the quick distribution of information.
- More than 80 per cent of German organizations possess no or only very limited regulatory frameworks (Social Media Governance structures) for social web activities. The presence of such frameworks, which comprise clear-cut responsibilities, policies, guidelines and key performance indicators, positively affects the staff competence, which in turn affects the development of strategies and the degree of activity. This means that the establishment of a Social Media Governance structure is the key to the successful rooting of interactive online communications in organizations.
- The most popular tools are video sharing, microblogging and blogs. The most popular communities include Facebook, Xing as well as company-specific social networks on the intranet or extranet.
About the survey
- Research topic: The status quo of Social Media Governance, i.e. the existence of regulatory frameworks for the strategic management of social media activities among German organizations. The identification of influencing factors, opportunities, risks and basic requirements for communication in the era of the social web.
- Participants: 1,007 communications professionals from joint-stock companies, private enterprises, governmental institutions, associations, and NGOs. 37 per cent of the respondents bear managerial responsibilities.
- Initiators: Joint project of the University of Leipzig, Pressesprecher magazine (Berlin), and Fink & Fuchs Public Relations (Wiesbaden).
The findings in detail, the full report (PDF, 60 pp.) as well as further informations are available on our website. For those with deeper interest, German media and bloggers reported and commented the well perceived survey in a huge number of articles, like @HolgerSchmidt from FAZ, one of the leading German daily newspapers.
Furthermore, questions, additional thoughts and a lively discussion via comments or via Twitter -(hashtag: #smg2010 )are very welcome!