Large companies aren’t just spending on social media in a way that touches customers directly. They’re also investing in developing social media capabilities within their own organizations. According to a study of worldwide companies with over 1,000 employees conducted by the The Altimeter Group, companies dedicated between 20% and 37% of their total social media development spending to “internal social media” in 2012. Larger companies were the biggest investors in internal social development, both in dollar terms and as a percentage of total social development spending. Companies with revenues between $1 billion and $10 billion spent an average $562,069 on internal social media, compared with $968,548 on external spending. Companies with revenues over $10 billion spent $1.3 million on average on internal measures and $2.9 million on outward-facing ones...
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