A new report issued by enterprise wiki provider Wetpaint and the Altimeter Group details four major profiles companies fit into and shows that the ones most heavily engaged in social media have experienced an 18% growth rate in the last 12 months and 15% gross margin growth.
Of the four profiles, “Mavens” are brands heavily engaged in seven or more social media channels – like Starbucks and Dell, for instance. “Butterflies” are like wannabe “mavens,” and are also engaged in seven or more channels but are spread too thin, investing in some channels more so than others. “Selectives” focus on six or fewer channels but engage customers deeply in the ones they’ve chosen. Finally, there are “wallflowers,” or brands engaged in six or fewer channels with below-average engagement; these include companies like McDonalds and BP.
Out of the top 10 brands engaged … Read More »