Social Media Use by Industry, Job
Jinfo Blog

6th October 2010

By Nancy Davis Kho

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As reported on Resourceshelf blog back in May when it was first released (http://web.resourceshelf.com/go/resourceblog/59058) , B2B marketing database provider NetProspex (https://www.netprospex.com/) released a Social Report that looked at the social network usage of employees at the largest corporations in America and ranked them according to company-wide social media activity. Last month NetProspex updated its study to delve into specific cities, industries, and job functions. The data was mined from NetProspex’s database of crowdsourced business contacts, which include phone, email, job function, industry, address, social media profile information. These were used to calculate each person's NPSI (NetProspex Social Index), an indication of the level of engagement with social media tools. From NetProspex: ' The NetProspex Social Index is determined by a business person’s social connectedness, social activity, friendliness, and reach across top social networks, including Facebook, Twitter, and LinkedIn'. The study (illustrated with some popping infographics by Oxford Communications) found the most social industries to be search engine and online portals and advertising, with banking coming in third, ahead of Traditional Media. At the bottom of the fifty industries surveyed were trucking, laundry, and funeral-related services (once you put in your Twitter status update that you're dead, there's not much left to say). Though Traditional Media wasn't in the top three for overall social usage, it is ranked #2 (behind the tech-savvy search engine industry) in its embrace of Twitter. Banking and Advertising appeared in the top five again in this category, rounded out by Zoos and National Parks, showing the flexibility that Twitter has a communication channel among less traditional B2B players. In terms of job function it's no surprise that the most social employees are in the marketing group, followed by Human Resources and Communications/PR. Only two C-level positions made it into the Top 10 user group: Chief Marketing Officer and Chief Information Officer. The least socially savvy users were those in Finance. NetProspex also updated its 'Social 50' index to show the companies most engaged in social media: the top five are Google, Microsoft, Amazon, Juniper, and Adobe. It's interesting to see the graphical depiction of how rivals like Coca-Cola and Pepsi and Southwest and US Airways are faring in their embrace of the new social tools at their fingertips. The full Fall 2010 Social Report is available at http://digbig.com/5bcnkj.

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