Annually, Ragan’s Communications Benchmark Report affords 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 professionals who took the survey this 12 months, over half (54%) mentioned that they handle their group’s social media technique. Although this quantity is barely down from the 57% who mentioned they handle social media in final 12 months’s report, it’s nonetheless a reminder that social media practitioners usually are not simply entrepreneurs. Quite the opposite, 70% of respondents mentioned that social media channels stay their simplest medium for exterior communications.
Almost a 3rd (29%) mentioned they’d offer their comms group 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 anticipate this quantity to develop.
In the meantime, 65% of respondents mentioned they may even prepare their comms group extra on measurement and evaluation and 77% mentioned they gauge the effectiveness of comms efforts round social media engagement equivalent to retweets and shares, whereas 65% nonetheless gauge follower depend as a telling metric. It is going to be attention-grabbing 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’ll talk about these outcomes throughout Ragan’s Social Media Convention at Walt Disney World, March 15-17. These attending this occasion will take pleasure in three days of social media coaching, networking and celebrations at Disney’s Swan and Dolphin Resort with classes led by communications and advertising and marketing leaders at Google, Pfizer, NASA, Domino’s, Sony and extra.
Register now to be taught and rejoice with Ragan at Disney in the course of the 10th anniversary of our Social Media Convention!
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