Does Your Social Media Team Stack Up To These Stats? [REPORT]

by Jason Keath on Feb 20, 2013
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social media team

Recently, Ragan, a PR publisher, partnered with NASDAQ OMX Corporate Solutions to produce a survey that details the social media profession in the corporate world, non-profits, and government.

This survey was created to answer the most pressing questions about those who work in the social media world. In order to map out the landscape of the profession, they surveyed 2,714 respondents online, focusing on communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media, or if their social media duties are duties on top of their regular work.

The survey has a focus on PR professionals above all, as that is Ragan’s audience, but there are still lots of great insights to be had.

Fast Facts: Who Took The Survey

  • 28% of respondents were from organizations that had more than 1,000 employees
  • 23% of respondents were from organizations that had less than 25 employees
  • 49% of respondents were from organizations that had less than 1,00 employees

As you can see the majority of respondents came from mid-sized companies.

The overall findings can be divided into five key areas.

1. Staffing

65% of respondents do their social media on top of their other work and nearly 83% work on teams of three or fewer.

staff size

 

Degree and experience are the most important qualifications experienced when hiring social media staff for companies, with experience weighted much more heavily than a degree on it’s own.

hiring

2. Measurement and Monitoring

An overwhelmingly 69% of social media leads are dissatisfied with their measurement and monitoring efforts. Many say that they lack the time to track data or are not even sure what to measure. Maybe some of these tools will help!

meaure

3. Budgets and salaries

Always a touchy subject, only 28 percent of social media leads saw their budgets increase this year, while 69% stayed the same. Salaries for social media managers or directors showed wide variation with 21% earning in the $25k-$35k range and 22% earning in the $65k-$90k range.

budgets

4. Platforms and efforts

Only 13% of respondents describe their efforts as advanced. Most social marketers consider themselves at an intermediate level. Another 23% describe themselves as “newbies.”

platforms

Facebook is the most popular platform with 91% of respondents having a presence with Twitter (88%) and LinkedIn (69%) close behind.

5. Ownership of social media

More than 70% of respondents say marketing is involved in social media, with public relations (69%) close behind and corporate communications (49%) a distant third. And even more interesting, as you might suspect, is which departments social reports to. It is all over the place (see below).

ownership

I’ve highlighted a few charts that caught my eye and I think you would find interesting. But this is just a small percentage of the full report.

To read the full report and browse through more stats and charts on the structure of social media roles, click here.

Post Author

CEO and founder of Social Fresh, the social media education company. Jason is a social media consultant, a social media speaker and industry analyst. He consults with corporations and agencies on social media strategy, building community, and influencer...