2016社会媒体在工业部门的使用（英文版）_26页_2mb

2016 Social Media Use in the Industrial Sector Summary

Core Content

The 2016 "Social Media Use in the Industrial Sector" survey by IEEE Engineering360 Media Solutions provides insights into how engineers and technical professionals use social media for work-related purposes. The survey, which included 850 U.S.-based respondents, highlights the role of social media in the industrial sector, identifies key platforms and content preferences, and outlines the challenges and opportunities for industrial marketers.

Main Findings

Demographics of Respondents

• Professional profile:

  • 82% of respondents are engineers or other technical professionals.
  • 5% work in technical support/services.
  • 5% work in research/development.
  • 92% specify, evaluate, or recommend products and services for purchase, or make purchases directly.

• Demographic profile:

  • 68% are over 49 years old.
  • 18% are 35–49 years old.
  • 10% are 18–34 years old.
  • 4% did not answer.
  • 90% are male, 7% are female, 3% did not answer.

Social Media Usage

• Time spent:

  • 62% spend less than one hour per week on social media for work-related purposes.
  • 82% spend no more than two hours weekly on social media for work.

• Preferred platforms:

  • LinkedIn is the most popular platform, with 65% of engineers and technical professionals having an account.
  • Facebook and Google+ are next in popularity.
  • 18–34 year olds are more active on all platforms compared to older age groups.

Work-Related Activities on Social Media

• The most common activities include:
  • Reading product/industry news (55% on LinkedIn).
  • Watching videos (86% on YouTube).
  • Researching product reviews (54% overall).
  • Keeping up with company/product news/technologies (52% overall).
  • Finding expertise (43% overall).
• 18–34 year olds use social media more for job/employer research (67%).

Content Preferences

• Top video content types:
  • How-to videos/tutorials (86%).
  • Product demos (85%).
  • Training videos (71%).
• Preferred content types:
  • Links to new products, company news, and technology articles or white papers.

Social Media as a Research Tool

• Top resources for work-related purchases:
  • General search engines.
  • Online catalogs.
  • Word of mouth.
  • Supplier websites.
• Social media platforms:
  • LinkedIn and Google+ are most valuable for research.
  • Facebook, SlideShare, and Twitter are least valuable.

Challenges in Social Media Use

• 64% of engineers find social media less efficient than other methods like search engines and supplier websites.
• 55% say social media has too much noise and not enough substance.

Engagement and Sharing

• 70% of engineers and technical professionals have never shared or posted company news on their social networks.
• Of those who do share, more than half do so only a few times a year.

Key Recommendations

1. Develop a Social Media Strategy

• Define clear goals (brand awareness, thought leadership, community engagement).
• Allocate resources and track metrics to measure success.

2. Align Content with Audience Needs

• Focus on content that supports research and information-seeking, such as product reviews, news, and how-to videos.
• Use LinkedIn for professional networking and information sharing.
• Use YouTube for video content like product demos and tutorials.

3. Integrate Social Media into Overall Marketing

• Include social media links on your website and in newsletters.
• Promote your presence in established marketing programs.
• Use platforms like Engineering360.com to enhance visibility and engagement.

4. Measure and Analyze Performance

• Track metrics such as likes, shares, comments, and video views.
• Use this data to refine your strategy and improve engagement.
• If results are not meeting expectations, revisit your social media plan using survey insights.

Conclusion

Social media has become an established tool in the industrial sector for engineers and technical professionals, though it is not the primary resource for work-related research. It serves more as a supplementary channel. The survey indicates that while LinkedIn remains the most used platform, younger professionals are more active across multiple platforms. Marketers should focus on creating relevant, informative content and integrating social media into broader marketing strategies to maximize its effectiveness.