Chart of the Week: Businesses Listening with Social Media

In 2007, the Center for Marketing Research at the University of Massachusetts Dartmouth began studying the usage of social media. That research has shown “that social media has penetrated parts of the business world at a tremendous speed.”

The study focuses on “The Inc. 500”—a list of the fastest-growing private U.S. companies compiled annually by Inc. magazine. The research indicates that 91 percent of the Inc. 500 companies are using at least one social media tool.

But, as pointed out in a previous Practical eCommerce article, there is a difference between just using social media for your business and using it effectively.

For this “Chart of the Week,” we look at one particular component of the University of Massachusetts Dartmouth study. The question asked was, “Are you monitoring your company’s name or brands in social media now?” UMass Center for Marketing Research director Nora Ganim Barnes says the answers indicate “the Inc. 500 are becoming more sophisticated in the use of social media both for joining conversations and for listening to them.”

Kevin Patrick Allen

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