Social Behavior: A Snapshot of the Economic Development Profession’s Embrace of Social Media

1. SOCIAL BEHAVIOR
A Snapshot of the ED Profession’s
Growing Embrace of Social Media

2. Methodology
• IEDC and DCI partnered to conduct a thirteen
question email survey of IEDC members
regarding their use of social media.
• 307 IEDC members completed the survey.
• Social media defined as “online tools that
allow groups of people to interact with one
another by exchanging content, opinions and
insight.”

3. Does your organization currently
use social media within your
communication efforts?
YES 57%
NO 43%

4. If you are not currently using
social media, please explain why.
26% Looking into it, learning about it, plan to begin using a
social media tactic soon
25% Doubt the effectiveness of social media in meeting
goals; believe there is no need to use social media
15% Lack staff/ resources
13% Lack the time to implement a social media strategy
12% Lack expertise, don’t know enough about it
7% Social media sites are prohibited by organization’s
policy
6% Have not considered using social media
N=122

5. NOTE: The
following questions How long has your organization
been using social media to
were asked only to
those who indicate
they are using
social media. promote your community?
100%
80%
63%
60%
30%
40%
20% 3% 4%
0%
less than 1 1-2 years 2-3 years more than 3
year years

6. How does your organization
manage social media efforts?
Full time staff member(s) who manage social 77%
media but have other responsibilities as well.
Part-time staff member/interns manage social 17%
media.
We outsource our social media efforts. 4%
Full time staff member(s) solely devoted to social 2%
media

7. On a scale of 1 (never) to 5 (very frequently),
how often you use social media to
communicate with each group below:
% to Answer “4” or “5”
• Within your organization 27%
• Regionally 41%
• Nationally/Internationally 30%

8. On a scale of 1 (never) and 5 (very frequently),
please rate how much time and effort your
organization spends on:
% to Answer “4” or “5”
• Facebook 36%
• LinkedIn 31%
• Microblogging/Twitter 29%
• Web videos 18%
• Your blog 17%
• Other 8%
• Third party blog sites 6%
• Podcasts 5%

9. Which social medium do you find most
valuable in communicating with
individuals within your region?
A LinkedIn 50%
B Facebook 40% 33% 30%
C Microblogging/Twitter 30%
D Your blog
20% 14%
E Other 11%
F Web videos 10% 6% 4%
2% 1%
G Third party blog sites
0%
H Podcasts A B C D E F G H

10. Which social medium do you find most
valuable in communicating with
individuals outside of your region?
A LinkedIn 50%
40%
B Facebook 40%
C Microblogging/Twitter
30% 23%
D Your blog 15%
E Other 20%
9% 7%
F Web videos 10% 5%
1% 0%
G Third party blog sites
0%
H Podcasts A B C D E F G H

11. When communicating with individuals within
your region, what type of information do you
share most on social media?
• Organization News 28%
• Project wins/Expansions/Retention 21%
• Support for local businesses 19%
• Local events 18%
• Other 14%

12. When communicating with individuals outside
of your region, what type of information do
you share most on social media?
• Project wins/expansions/retention 29%
• Information on your region’s quality of life 26%
• National ranking or media coverage on 17%
your region
• Other 15%
• Expert opinion 13%

13. NOTE: The following
questions were asked On a scale of 1 (least important) to 5
of all respondents,
whether or not they (most important), how important is social
currently use social
media in their media in your current marketing plan to
communication
efforts. individuals outside of your region?
40%
35% 31%
30% 26% 26%
25%
20% 14%
15%
10% 4%
5%
0%
Least important 2 3 4 Most important
1 5

14. How important will it become
in the next three years?
40% 36%
35% 28%
30%
25%
20% 14% 15%
15%
10% 5%
5%
0%
Least important 2 3 4 Most important
1 5

15. Which economic development organization
(excluding your own) do you find use social
media most effectively?
• 51% “Don’t know”
• ED organizations were mentioned by multiple
respondents: