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市場調查報告書

社群媒體對企業環境內的外部通訊的影響

The Impact of Social Media on External Communications in the Corporate Environment

出版商 Frost & Sullivan 商品編碼 304905
出版日期 內容資訊 英文 84 Pages
商品交期: 最快1-2個工作天內
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社群媒體對企業環境內的外部通訊的影響 The Impact of Social Media on External Communications in the Corporate Environment
出版日期: 2014年05月30日 內容資訊: 英文 84 Pages
簡介

企業的與外部通訊中的社群媒體利用,「利用與內外雙方互動」為51%,只有「與外部互動」39%,佔整體9成。對外部社群網路的使用者來說,在企業內利用社群媒體的最大的優點,是以低成本能讓企業曝光。

本報告提供商務,尤其是與外部通訊的社群網路使用趨勢調查、社群媒體是否活化與外部客戶的關係分析、社群媒體用工具的利用滲透度的測量、社群媒體用工具的評估、與外部通訊的社群媒體成功的因素定義等主題。

第1章 背景調查、目的,及調查手法

  • 背景調查和目的
  • 調查手法

第2章 摘要整理

第3章 社群媒體技術的利用

  • 與外部通訊的社群媒體使用者
  • 社群媒體技術的利用(各部門)
  • 社群媒體技術的利用(各產業)
  • 目前利用的社群媒體工具

第4章 信用和態度的社群媒體的分類

  • 市場分類概要
  • 社群媒體工具的利用層級和資源的分配及引進層級預計的變化
  • 有很大關聯的領域 - 社群媒體通訊頻道的最強力信仰者
  • 與社群媒體利用的營運上優點無關係的領域
  • 致力於行銷的領域 - 最不用擔心社群媒體的法律上及運用上風險的領域
  • 外部社群網路使用者的社群媒體的潛在性優點

第5章 社群媒體的利用

  • 利用的主要社群媒體網站
  • 專門性理由的社群媒體網站的個人利用(各部門)
  • 專門性理由的社群媒體網站的個人利用(各產業)
  • 企業利用的社群媒體網站(各部門)
  • 企業利用的社群媒體網站(各產業)
  • 最適合企業的消費者取向社群媒體網站
  • 訪問社群網路的行動終端的利用
  • 訪問社群網路的行動終端的利用(各部門)
  • 訪問社群網路的行動終端的利用(各產業)

第6章 企業的社群網路方針

  • 利用社群網路相關明文規定的方針
  • 利用社群網路相關明文規定的方針(各部門)
  • 利用社群網路相關明文規定的方針(各產業)
  • 各產業企業的社群網站利用方針
  • 沒有產業正式方針的社群網站的訪問許可

第7章 企業的社群網路策略

  • 社群媒體工具的利用開始(各部門)
  • 社群媒體工具的利用開始(各產業)
  • 社群網路的管理
  • 社群網路的管理(各產業)
  • 外部利用的社群媒體平台(各產業)
  • 對客戶的社群媒體策略的實施
  • 社群網站的推銷(各產業)
  • 社群網路地方自治團體的客戶關係的成功(各產業)

第8章 社群媒體用工具

  • 社群媒體用工具的利用
  • 社群媒體用工具的利用(各產業)

第9章 測量平台

  • 社群媒體測量平台的利用
  • 社群媒體測量平台的利用(各產業)
  • 透過各產業社群媒體追蹤企業品牌
  • 主要的社群媒體測量平台

第10章 社群媒體的企業部門參與

  • 最參與社群媒體的部門
  • 各產業最參與社群媒體的部門

第11章 今後的目的

  • 社群媒體利用的變化(各目的)
  • 社群媒體利用的變化(各產業)
  • 對社群媒體的資源投入的變化(各目的)
  • 對社群媒體的資源投入的變化(各產業)

第12章 受訪者簡介

  • 社群網路各目的居住國家
  • 各部門居住國家
  • 各產業居住國家
  • 產業
  • 部門
  • 企業的員工數
  • 企業所扮演的角色
  • 企業的收益
  • 性別
  • 年代
  • 教育
  • 人種
  • 2012年的總收入(含稅)
  • 法律上的免責聲明

第15章 關於FROST & SULLIVAN

目錄
Product Code: ND4A-01-00-00-00

Uncovering Use Prevalence and Methods of Organizational Use

The primary aim of this research service is to gauge the use trends of social networking within a business context, specifically related to external communications. The study analyzes how social media is used to drive external client relations, measures the prevalence of social media engagement tool use, evaluates social media engagement tools, and defines the factors utilized to determine social media success within the context of external communications. Overall, 90% of companies use social media for external communications, either in combination with internal use (51%) or for external use only (39%). For external social networking users, the top potential benefit of using social media within an organization is the ability to obtain low-cost exposure for the company.

Table of Contents

1. RESEARCH BACKGROUND, OBJECTIVES, AND METHODOLOGY

Research Background, Objectives, and Methodology

  • 1. Research Background and Objectives
  • 2. Methods

2. EXECUTIVE SUMMARY

Executive Summary

  • 1. Executive Summary

3. SOCIAL MEDIA TECHNOLOGY USED

Social Media Technology Used

  • 1. Those Who Use Social Media for External Communications
  • 2. Use of Social Media Technologies by Department
  • 3. Use of Social Media Technologies by Industry
  • 4. Social Media Tools Currently Used

4. SOCIAL MEDIA SEGMENTATION BY BELIEFS AND ATTITUDES

Social Media Segmentation by Beliefs and Attitudes

  • 1. Overview of Market Segments
  • 2. Projected Changes in Use Levels and Resource Allocation and Adoption Levels of Social Media Tools
  • 3. The High Involvement Segment-Strongest Believer in the Benefits of Social Media as a Communication Channel
  • 4. Segments Not Associating Operational Benefits with Social Media Use
  • 5. The Marketing Focused Segment-Least Concerned about the Legal and Operational Risks of Social Media
  • 6. Top Potential Benefits of Social Media by External Social Networking Users

5. SOCIAL MEDIA USE

Social Media Use

  • 1. Top Social Media Sites Used
  • 2. Top Social Media Sites Used Personally on a Professional Basis by Department
  • 3. Top Social Media Sites Used Personally on a Professional Basis by Industry
  • 4. Top Social Media Sites the Company Currently Uses by Department
  • 5. Top Social Media Sites the Company Currently Uses by Industry
  • 6. Overall Best Consumer Social Media Sites for Business
  • 7. Mobile Devices Used to Access Social Networks
  • 8. Mobile Devices Used to Access Social Networks by Department
  • 9. Mobile Devices Used to Access Social Networks by Industry

6. COMPANY SOCIAL NETWORK POLICIES

Company Social Network Policies

  • 1. Written Policies Related to the Use of Social Networking
  • 2. Written Policies Related to the Use of Social Networking by Department
  • 3. Written Policies Related to the Use of Social Networking by Industry
  • 4. Organization's Policies on Using Social Networking Sites by Industry
  • 5. Allow Access to Social Networking Sites Without a Formal Policy by Industry

7. COMPANY SOCIAL NETWORK STRATEGIES

Company Social Network Strategies

  • 1. Initiation of Social Media Tools by Department
  • 2. Initiation of Social Media Tools by Industry
  • 3. Management of Social Networking
  • 4. Management of Social Networking by Industry
  • 5. Social Media Platforms for External Use by Industry
  • 6. Customer-facing Social Media Strategy Implementation
  • 7. Promotion of Social Networking Sites by Industry
  • 8. Success of Client Relations in Social Networking Communities by Industry

8. SOCIAL MEDIA ENGAGEMENT TOOLS

Social Media Engagement Tools

  • 1. Use of Social Media Engagement Tools
  • 2. Use of Social Media Engagement Tools by Industry

9. MEASUREMENT PLATFORMS

Measurement Platforms

  • 1. Use of Social Media Measurement Platforms
  • 2. Use of Social Media Measurement Platforms by Industry
  • 3. Brand Tracking through Social Media by Industry
  • 4. Top Social Media Measurement Platforms

10. INVOLVEMENT OF COMPANY DEPARTMENTS IN SOCIAL MEDIA

Involvement of Company Departments in Social Media

  • 1. Departments with the Greatest Involvement in Social Media
  • 2. Top Departments with the Greatest Involvement by Industry

11. FUTURE INTENTIONS

Future Intentions

  • 1. Expected Change in Social Media Use by Purpose
  • 2. Expected Change in Social Media Use by Industry
  • 3. Expected Change in Resources Devoted to Social Mediaby Purpose
  • 4. Expected Change in Resources Devoted to Social Mediaby Industry

12. PROFILE

Profile

  • 1. Country of Residence by Social Network Purpose
  • 2. Country of Residence by Department
  • 3. Country of Residence by Industry
  • 4. Top Industries
  • 5. Departments
  • 6. Company's Number of Employees
  • 7. Roles in the Company
  • 8. Company's Revenues
  • 9. Gender
  • 10. Age Group
  • 11. Education Level
  • 12. Race/Ethnicity
  • 13. Gross Salary in 2012
  • 14. Legal Disclaimer

13. THE FROST & SULLIVAN STORY

The Frost & Sullivan Story

  • 1. The Frost & Sullivan Story
  • 2. Value Proposition: Future of Your Company & Career
  • 3. Global Perspective
  • 4. Industry Convergence
  • 5. 360° Research Perspective
  • 6. Implementation Excellence
  • 7. Our Blue Ocean Strategy
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