This document summarizes the results of several surveys on social media usage. Younger, better educated individuals are more likely to use social platforms like Twitter and Facebook. Media professionals widely use social media for work. Business and community leaders primarily use LinkedIn and Facebook for networking and gathering information. While many companies acknowledge social media's importance, many are still unsure of its impact or waiting to see how it evolves before fully adopting it. Most believe social media will be a significant part of business strategies going forward.

1. CONNECTING THE DOTS:
WHO IS USING SOCIAL MEDIA &
WHY
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Leonard & Finco Public Relations, Inc.
© May 2009

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3. NATIONAL, ONLINE HARRIS POLL
Not mainstream yet Those who use SM
51% of Americans do Younger
not use Twitter, have
a MySpace or Better educated
Facebook account
Only 5% of the
population uses
Twitter
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4. LEONARD & FINCO SURVEY
Media Business & Community
68% area journalists 56% use social media;
use social media for most in a limited way
business
44% do not use social
media at all
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5. NE WISCONSIN MEDIA USAGE
What they use SM for: Top SM aps / programs:
To find contacts and Facebook
interviews YouTube
Generate story ideas Blogs
Conduct research LinkedIn
Twitter
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6. NEW BUSINESS / COMMUNITY
LEADERS
What they use SM for: Top SM aps / programs:
Connect & LinkedIn
communicate with Facebook
others in industry or Blogs
the community
YouTube
Gather information
and research
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7. NEW BUSINESS / COMMUNITY
LEADERS
51% aren’t sure if SM is having a positive impact
on their business
Of the 38% who said it does have a positive
impact, the main reason was networking
capabilities (79%)
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8. GB AREA CHAMBER OF COMMERCE
& MARKETINGSAVANT SURVEY
Most named aps /
SM Familiarity:
programs
52% respondents Text messaging
somewhat familiar Facebook
with SM Blogs
YouTube
37% said they are
very or extremely
familiar with SM
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9. 69% USE SM IN THEIR BUSINESS
37% say it’s important
Nearly 31% say it’s important but not critical
Usage is scattered with most stating they
sometimes use SM for marketing, external or
internal communications or for collaboration
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10. ARE COMPANIES CHANGING THEIR
WAYS?
48% say no…but More than a third say
yes – it has or is
changing the way they
communicate or
market
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11. FUTURE SM USE
Nearly 90% say SM will be part of their future
strategic marketing plans
46% plan on using it within the next year
87% believe SM will impact the way
organizations do business
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12. FUTURE SM USE
100% believe that social media has a place in the
business world (inc. non-profits, education, etc.)
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13. WHAT DOES IT MEAN?
Media has embraced SM
Younger, better educated have embraced SM
Traditional business, over 40 crowd are in a “wait
and see” mode
- They know it’s the next big thing
- Some are trying it out
- Others are waiting to see how it evolves
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14. WHAT YOU CAN DO
Encourage your organization or business to learn
all it can about social media – it’s an educational
process
SM still developing; and it’s developing rapidly
It’s clear from case studies that it is having an
impact; but you don’t want to jump in without
having a plan
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15. WHAT YOU CAN DO
Like any communications tactic…..know who you
want to reach, why you want to reach them and
what you want them to know, think, feel or do
Remember who’s using SM right now; and how
that demographic will change in coming years
Discuss pros / cons of SM aps
Do you need a social media policy?
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16. FOR MORE INFORMATION
ABOUT THE SURVEYS
Chamber / Marketing
Leonard & Finco Survey
Savant Survey
www. www.
LFpublicrelations.com whatthetweet.org/gbsurveys
Online The Harris Poll
www.mediapost.com/publications
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