2016社会媒体在工业部门的使用（英文版）_28页-2mb

2016 Social Media Use in the Industrial Sector Summary

Core Content

This report presents the findings of the 2016 "Social Media Use in the Industrial Sector" survey conducted by IEEE Engineering360 Media Solutions. It focuses on how engineers and technical professionals in the industrial sector use social media for work-related purposes, including their preferred platforms, activities, and challenges.

Main Points

• Social Media Usage:

  • The majority of engineers and technical professionals (82%) spend no more than two hours weekly on social media for work.
  • Over 60% spend less than one hour weekly on social media for work-related purposes.
  • Engineers use social media primarily for finding product reviews, keeping up with company/product news/technologies, and finding expertise.

• Preferred Platforms:

  • LinkedIn is the most popular platform, with 65% of engineers having an account.
  • Facebook, Google+, and Twitter are also widely used, though LinkedIn and Google+ are considered more valuable for work-related research.
  • YouTube is used by engineers for how-to videos/tutorials, product demos, and training videos.

• Work-Related Activities:

  • The most common activities on social media include reading content or product/industry news, watching videos, researching suppliers, and searching for contacts.
  • LinkedIn is used for searching for contacts, managing industry-related accounts, and following companies and groups.
  • Facebook is more about posting and sharing images, articles, and videos.
  • Google+ is used by 32% for supplier research.

• Content Engagement:

  • Engineers rarely post or share news about their companies (only 30% do so).
  • Most engineers are passive members of LinkedIn groups, reading discussions but rarely participating.
  • Only 17% of technical professionals subscribe to work-related blogs, and 92% of those engage with 1-6 blogs.

• Value of Resources:

  • The top four resources for work-related purchasing research are general search engines, online catalogs, word of mouth, and supplier websites.
  • LinkedIn and Google+ are the most valuable social media platforms for purchasing research, while Facebook, SlideShare, and Twitter are the least.

• Challenges:

  • The biggest challenge is social media's inefficiency compared to other methods like search engines and supplier websites.
  • Noise and lack of substance are also significant issues, with 55% of engineers citing this as a problem.

Key Information

• Demographics:

  • 68% of respondents are over 49 years old.
  • 90% are male, 7% are female, and 3% did not specify.
  • 82% are engineers or technical professionals, with 5% in technical support/services and 5% in R&D.

• Recommendations:

  1. Have a plan: Define your goals and strategy for social media use, aligning it with broader marketing and business objectives.
  2. Connect with your audience: Focus on content that aligns with their needs, such as product reviews, news, and how-to videos.
  3. Integrate into marketing efforts: Use social media links on your website and in newsletters, and promote your presence within existing marketing programs.
  4. Analyze and measure: Use analytics to track performance and adjust your strategy based on results.

Conclusion

Social media has become an established part of the industrial sector, but it is not the primary resource for work-related research. Engineers and technical professionals prefer traditional methods like search engines and supplier websites. Social media is best used as a supplementary tool for content sharing, engagement, and thought leadership. The report suggests that companies should approach social media strategically, with clear goals and a focus on audience engagement.