Annually, Ragan’s Communications Benchmark Report provides industry-specific insights into what areas and practices are driving the most important wins for communicators leaders — and posing the most important challenges.
Of the comms execs who took the survey this 12 months, over half (54%) stated that they handle their group’s social media technique. Although this quantity is barely down from the 57% who stated they handle social media in final 12 months’s report, it’s nonetheless a reminder that social media practitioners aren’t simply entrepreneurs. Quite the opposite, 70% of respondents stated that social media channels stay their simplest medium for exterior communications.
Almost a 3rd (29%) stated they’d offer their comms workforce extra coaching round social media over the following 12 months, too. With organizations struggling to determine whether or not the massive platforms equivalent to TikTok, Meta, and Twitter are nonetheless wholesome comms platforms within the wake of quite a few scandals, we count on this quantity to develop.
In the meantime, 65% of respondents stated they will even prepare their comms workforce extra on measurement and evaluation and 77% stated they gauge the effectiveness of comms efforts round social media engagement equivalent to retweets and shares, whereas 65% nonetheless gauge follower rely as a telling metric. Will probably be fascinating to see whether or not extra coaching on social media will increase the specificity of inputs and outcomes measured throughout social media methods within the coming 12 months.
We are going to talk about these outcomes throughout Ragan’s Social Media Convention at Walt Disney World, March 15-17. These attending this occasion will get pleasure from three days of social media coaching, networking and celebrations at Disney’s Swan and Dolphin Resort with periods led by communications and advertising and marketing leaders at Google, Pfizer, NASA, Domino’s, Sony and extra.
Register now to study and have fun with Ragan at Disney in the course of the 10th anniversary of our Social Media Convention!
