A recent study by Business.com has found that webinars, podcasts, user ratings and reviews and corporate profiles on social networks are the most popular social media resources used by professionals to gain information.
The study was carried out across 2,948 professionals in North America and Canada.
The main aims of the study were to find the top social media resources used for business info, which departments drive the most corporate social media initiatives, the top business social media initiatives, how well companies can actually measure their success and rating of the top social media sites for business use.
The results provide an insight into how businesses use the social media at work.
It was found that webinars and podcasts are the most popular social media resources for business professionals and were used by 69% of the participants of the survey.
Ratings and reviews of business products and services were used by 62% of business social media users, as were company profiles on social media sites.
Facebook is the most popular social networking site for business owners too. 83% of business to consumer (B2C) businesses maintain one or more profiles on Facebook, while only 45% do so on Twitter. Business to business (B2B) companies, on the other hand, have profiles on both sites in more or less equal proportion – 77% on Facebook and 73% on Twitter.
Participants using social media in their day-to-day jobs visit company or brand profiles on social sites 62% of the time and 55% of them search for business information on the social sites.
Consultants and marketing communications professionals in small and micro companies use social media for business information most often, while, surprisingly, IT professionals do so the least.
The average company is planning, developing or running 7 different social media initiatives. 71% of these companies and 65% of staff have less than 2 years experience in social media business.
Since building brand awareness and reputation and reputation are top priorities, it does not seem like a very good idea for businesses to restrict employee access to social networks, which is reportedly the case with almost 90% of companies.