I've been speaking about social media and social marketing to a variety of groups (more to come on that). Both in the talks, as well as in some posts here, I have been using corporate examples and the few nonprofit and government examples I can find to demonstrate that innovation in using social media is alive and thriving. The Bivings Report investigates the use of social media by the top 100 newspapers in the US. There is an assumption that newspapers have the most to fear from social media, a fear that is echoed by people in my audiences who work for government agencies. Yet, fear can either motivate or paralyze action.
What's interesting about the results for me [click on the image to enlarge it] are the variety of social media being experimented with by 'the old media', as well as their relative popularity. One constant question among the folks I talk with is 'where do I start with using social media?' I don't think there is a pat answer other than to ask and explore 'what are you trying to accomplish and how would adding one or more social media to your marketing or communications mix help your organization get closer with your audience and to that goal?' But here is another source for benchmarking the process for yourself. PIOs pay particular attention.
Read the full report [pdf file].