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.


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!


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.


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.”


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).


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...

  • Very informative article. It’s important to know where our social media efforts stand.

  • Objectives that these companies have in social media would be key indicators in the interpretation of these results. Without goals, the results could be misinterpreted.

  • Bertie

    What tool would you recommend that will give you all or most of these stats

  • Kelly Bushing

    Article is very informative .Thanks I love it.

  • Great summary!

  • I can’t believe how little Writing Skills plays in to hiring. I suppose the degree may indicate ability to write, or past experience may point to their technique but I think writing is so so important for a job in social media.

    I need someone who I can trust to take an article, a few bullet points, or a general topic and write a longer blog post, a Facebook post, tweets etc. I need for them to see the story in a blog post – pull multiple quotes of stats from it to tweet. I need them to look at content and see the possibilities to tell the story visually with graphics or charts.

    They have to have strong writing and storytelling skills. It’s a must.

  • Great points @twitter-19621850:disqus. I think writing skills, in general, need more attention and weight. I think many social media managers are hiring staff based on platform knowledge and not content creation abilities, for which writing is the best signal.

  • Thanks Travis

  • Thanks for reading Kelly

  • Not sure a tool can give you stats that are mainly based on a survey @2767fa84338385bb739aa7b1acb533a4:disqus. Maybe rephrase the question? What stats are you after?

  • Agreed. Business objectives would give us better insights. Honestly though, this is a step that most marketers skip over.

  • Glad it was helpful @twitter-14702240:disqus

  • This is a very informative and insightful article and I can’t but agree with @twitter-19621850:disqus regarding the stats from your survey. It just doesn’t seem right that writing skill plays so little importance in the process of hiring. In today’s world of written communication, articles, blog posts, Facebook updates, etc. it’s just a must.

  • Herbert

    “It just doesn’t seem right that writing skill plays so little importance”…”it’s just a must.”

    It’s just a must :)

  • Thanks for this informative and interesting article. Statistics are very well. and this is right today social media has great role for a business, because many people use today internet and use facebook and twitter.