Research: Estimated Five to 15 Percent of Marketing Budget at Leading Companies Used for Social Media
Findings from Ketchum and FedEx’s social media benchmarking study “Leading Brands and the Modern Social Media Landscape” show that all of the study’s 62 participants have some sort of social media presence.
Ten percent fall into a “leadership” category, with social media playing a role in all aspects of communications and a team of social media specialists; 75 percent are in the “participation” category, with social media in some comms aspects and a specialist; and 15 percent are labeled “observation,” with social media in a few areas of communications.
Respondents
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