Here are the first 6 pages of the Social Media Fitness Study conducted in Q1 2012. If you would like to see the whole report, visit http://renegade.com/fitness where you can download the study and take the fitness test yourself.

1. SOCIAL MEDIA FITNESS STUDY
Prepared by Drew Neisser
Renegade, LLC
April 2012
“Rather than simply using social as a tactic, the most effective brands use
social as an organic part of everything they do.”
Evan Greene, CMO, The Grammys
Take the test yourself at: Renegade.com/FitnessTest

2. Social Media Fitness Study
TABLE OF CONTENTS
Executive Summary 2
Methodology & Participants 3
Overall Social Media Fitness Test Scores 4
Social Media Fitness by Business Size 5
Overall Progress in Social Media 6
Department that Drives Social Media 7
Ability to Listen and Respond 8
Social Media Disaster Planning 9
Progress with Social Media Metrics 10
Social Media Training 11
Encouraging Employees to Be Active in Social 12
Adoption of Social Media Across the Organization 13
Progress Relative to Competition 14
Quality of Social Media Content 15
Engagement of Target with Social Media 16
Development of Social Media Road Maps 17
Consistency of Customer Experience 18
Proliferation of Social Media Audits 19
10 Not-So-Easy Steps to Social Media Fitness 20
© Renegade, LLC. 2012 1

3. Social Media Fitness Study
EXECUTIVE SUMMARY
Social media is very much a work in progress for most companies
– Only 20% achieved a score above a 66 out of a total possible score of 100
Large and midsize companies are more socially fit than small ones
– Small businesses, perhaps due to a lack of resources, scored significantly lower
Fitness scores were dragged down by a number of factors
– About 1 in 4 are just getting started in social
– Fewer than 1 in 4 claim to be listening and responding in real time
– Only 1 in 3 have a disaster plan in place
– About 1 in 3 are mainly concerned with growing their social footprint
– Only 1 in 4 surveyed have a formalized training program already in place
– Fewer than 1 in 3 think their content is highly engaging
– Only 1 in 3 have allowed social media to permeate the entire organization
– Only 1 in 6 have completed an audit of all their social media channels
– Fewer than 1 in 10 have developed a center of excellence for sharing best practices
Social media fitness should improve significantly in the next 12 months
– About 2 in 5 are just in the process of developing employee training for social media
– About half are looking to create a consistent customer experience across all channels
– About 1 in 4 are in the process of such an audit; another 1 in 4 are thinking about doing an audit
Distribution of Social Media Fitness Test Scores
0.025 Mean Score
0.02
Probability
0.015
0.01
20%
20%
20%
20%
20%
0.005
0
0 10 20 30 40 50 60 70 80 90 100
© Renegade, LLC. 2012 2

4. Social Media Fitness Study
METHODOLOGY & PARTICIPANTS
Quantitative methodology
– 100 marketers completed the Social Media Fitness Survey on SurveyMonkey.com between February 13
and March 13, 2012
– Each respondent answered 3 demographic questions and 14 social media related-questions
– To create the Social Media Fitness Score, each answer was assigned a numerical value relative to the
author’s judgment regarding what constitutes current best practices, with the highest possible score
being 100
Qualitative responses
– 65% of those surveyed agreed to provide feedback to specific questions about the survey results
– To gather feedback, the author conducted follow-up interviews via email, over the phone and/or in person
Participants
– Represented companies of all sizes (46% were from large companies, 20% from midsize and 34% from
small)
– The study skewed toward B2B brands (62%)
– Primarily from marketing department (≥80%) and in senior positions (≥50% have the title of VP or
above)
– A broad range of industries were represented, including technology, software as a service, traditional and
digital media, entertainment, publishing, consulting, enterprise software, household products,
telecommunications, financial services and insurance, ecommerce, travel, utilities, not-for-profit, and
supply chain management and more.
– Companies represented include Aecom, AXA Equitable, Asmet, Bennuworld, Cablevision,
CareerBuilder.com, Citrix Systems, Con-Way Freight, Discovery, eHarmony, Emdeon, Exgage, FusionIO,
God’s Love We Deliver, The Grammys, IBM, Intel, Isle of Capri Casinos, Lion Brand, Lot18, MassMutual,
NES Rentals, Neustar, PBS, Pegasystems, PetCo , PPL Electric Utilities, Red Robin, Rubios
Restaurants, Sage, SAP, Schneider Electric, PSFK, SocialEyes, Steiner Tractor, Suddenlink, TagMan,
Texas Children’s Hospital, WebTrends, Windmill Cycles, Xerox and Yoxi.tv among others.
About the author, Drew Neisser
– Founder and CEO of Renegade, the NYC-based social media and marketing agency
– Monthly columnist for MediaPost and regular contributor to FastCompany.com as an “expert blogger”
– Articles have been featured in AdMap, AdAge, Adweek, Brandweek, Chief Marketer, Promo Magazine,
Social Media Examiner and the Wise Marketer, among others
– Provided expert commentary on ABC Nightline and CNBC
– Blogs at TheDrewBlog.com and tweets from @DrewNeisser
© Renegade, LLC. 2012 3

5. Social Media Fitness Study
OVERALL SOCIAL MEDIA FITNESS TEST SCORES
The average score among all respondents was a modest 52 (out of 100)
– These scores indicate that social media is still very much a work in progress at most companies
Social Media Fitness Test Scores - Overall
30%
25%
Number of Responses
20%
15%
10%
5%
0%
0–9 10–19 20–29 30–39 40–49 50–59 60–69 70–79 80–89 90–100
B2C slightly outscores B2B
– B2C companies scored higher on average at 55
– B2B companies averaged 51
Social Media Fitness Test Scores - B2B & B2C
35%
30%
Responses
(%
of
total)
25%
20%
B2B
15% B2C
10%
5%
0%
0–9 10–19 20–29 30–39 40–49 50–59 60–69 70–79 80–89 90–100
© Renegade, LLC. 2012 4

6. Social Media Fitness Study
SOCIAL MEDIA FITNESS BY SIZE
Large (≥1,000 employees) and midsize (100-999 employees) companies outscored their
smaller (<100 employees) counterparts
Overall Large Midsize Small
% of Respondents 100 46 20 34
Average Test Score 52 57 56 44
Larger companies recognize that social media is no longer a component that is “nice to
have,” but rather a fundamental part of doing business today.
“At this point in the B2C world, social media is mission critical. Consumers have demonstrated the power of
social media, and social media is one of the primary ways for consumer brands to interact and engage with
their target audience.” -- Diego Pereda, Social Marketing Manager, Xerox
Midsize companies also scored above average and increasingly recognize the importance of
social media.
“[Customer] passion for FusionIO is genuine, and we would be foolish not to engage and share and facilitate
the growth of that passion. A lot of people are asking a lot of questions. If we don’t answer them, someone
less qualified will.” -- Trip Hunter, VP Brand Marketing, FusionIO
Surprisingly, smaller companies scored below their larger counterparts. This could simply be
due to a lack of resources versus any negative feelings about the potential effectiveness of
social media as a marketing tool.
“These results surprise me, as I think free media [like social] have been explored better in the past by
smaller companies. I guess with more time and financial resources, which bigger companies have, scores
improved.” -­‐-­‐
Nelleke Kloet, Marketing Director, Tagman
© Renegade, LLC. 2012 5