‘ocia netˆorking Further€ slightly more than „…” o­ all Figure ˆ‡ repeats the pattern ‚e’ve seen€ respondents are at least using social ¦igital leaders are this time ­or social net‚orŒing€ ‚here net‚orŒs ­or product and service on average «ust ˆ„” o­ respondents are development and distribution€ or are more than t‚ice as beyond the firstgeneration stage ­or actively monitoring sentiment in social liŒely as others customer engagementŠ Že epect this net‚orŒsŠ ›ut «ust ¥„” say it is “very” to change rapidly€ ho‚ever€ as digital or “etremely” important to use social leaders are more than t‚ice as liŒely as all net‚orŒing techniues ­or internal others ˜‡“” versus ˆ‰”š to use second communication€ even though the Œind o­ ¤¢ž generation social media to boost customer rapid collaboration that occurs in social engagementŠ A­ter all€ storytelling ˜M&E’s net‚orŒs is a characteristic o­ an agile coreš and collaborating to create uniue organiœation€ ‚here silos are broŒen do‚n ersus content ˜a Œey element o­ M&E’s ­utureš by the ready flo‚ o­ in­ormation and are inherently “socialŠ” collaborationŠ ‘ere again€ digital leaders are€ ‚ell€ leading’ ™¨” consider the use o­ social § ž¥ net‚orŒing ­or internal communication and ¨…” say the same about actively monitoring to use second eternal social net‚orŒsŠ generation social media to boost customer engagementŠ Figure 12: “n hat stage of deelopment is your company in deploying social netor‚ing to achiee your customer engagement business goals… ¤ƒll respondents¥ 60 50 44% 37% s 40 spondent30 re of 15% % 20 10 4% 0 Not deploying Studying/piloting Beginning deployment/ Second-generation first generation deployment or later Advertising and measurement Publishing and information services Social networking/social media Filmed entertainment Interactive gaming Enabling technology Broadcast and cable networks Music Average of all respondents §š