Business/social: 99 percent had everybody in the business participate
Companies may hire social teams or even chief social officers, and what keeps consumers coming back is the knowledge that there are real people -- people who mean something to the business, not just people assigned a role in the business' social effort -- on the network at given points in time. These can be "Chat to the CEO" sessions, "Ask R&D," brand sponsored "tweetups," and the like. Ninety-nine percent of the businesses that made their employees, from interns to management, accessible and (dare I say it?) vulnerable scored well in this three year study.
There are a lot of reasons for businesses' social efforts to fail and far fewer reasons for social successes. In the end, a good mix of social savvy and business sense generated the best performing social marketing efforts from 2009-2012.
Joseph Carrabis is the founder of and chief research officer for NextStage Evolution.
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"Muhammad Ali" image via Flickr.