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4) Social Media Education for Employees: Reduce Social Media
Risk and Activate Employee Advocacy for Scale—How Leading
Companies Prepare Employees for Social Media Success
Altimeter
Charlene Li, Ed Terpening with Christine Tran
Why this research is important: The average corporate social business program was established more
than three years ago, and can be found throughout 13 departments. Research finds those without
“social” in their title often lack understanding of the organizations social business strategy—and in some
cases do not know how to use social media safely or effectively. Therefore, education programs are
important.
Method: Altimeter Group conducted both qualitative and quantitative research using online surveys,
interviews, and briefings on corporate social media education. Thirteen managers of corporate social
media educational programs were interviewed between February and June 2013. A quantitative study of
130 executives and social strategists was conducted at companies with more than 1,000 employees. A
qualitative study of 65 digital strategists was conducted at companies with more than 500 employees.
Key findings:
More than 60 percent of companies reported having no program or only ad hoc social
media education programs.
Developing social media education was the second most important priority for most
organizations, with 43 percent planning to develop education and training in the next
year.
Half the companies had only one full-time employee to manage social media education.
Link: http://www.slideshare.net/Altimeter/report-social-media-education-for-employees-li-
terpening
© 2014 Institute for Public Relations 5
Risk and Activate Employee Advocacy for Scale—How Leading
Companies Prepare Employees for Social Media Success
Altimeter
Charlene Li, Ed Terpening with Christine Tran
Why this research is important: The average corporate social business program was established more
than three years ago, and can be found throughout 13 departments. Research finds those without
“social” in their title often lack understanding of the organizations social business strategy—and in some
cases do not know how to use social media safely or effectively. Therefore, education programs are
important.
Method: Altimeter Group conducted both qualitative and quantitative research using online surveys,
interviews, and briefings on corporate social media education. Thirteen managers of corporate social
media educational programs were interviewed between February and June 2013. A quantitative study of
130 executives and social strategists was conducted at companies with more than 1,000 employees. A
qualitative study of 65 digital strategists was conducted at companies with more than 500 employees.
Key findings:
More than 60 percent of companies reported having no program or only ad hoc social
media education programs.
Developing social media education was the second most important priority for most
organizations, with 43 percent planning to develop education and training in the next
year.
Half the companies had only one full-time employee to manage social media education.
Link: http://www.slideshare.net/Altimeter/report-social-media-education-for-employees-li-
terpening
© 2014 Institute for Public Relations 5
