Today we continue our series on enterprise social tools by looking at trends and findings in the publishing & media and telecommunication industries. Also, be sure to check out today’s Microsoft Telco Insights blog to find more information about how telecommunication employees feel about enterprise social tools.

Publishing & media employees embrace social media very well compared to their counterparts in other industries. Only 38 percent of respondents say social tools are a distraction at work, and 33 percent say using social tools at work is frowned upon, both of which are the lowest of all industry respondents. In addition, 44 percent of respondents say they use social media to promote a work-related initiative, by far the highest out of all industries.

Why? Perhaps the level of engagement shouldn’t be surprising due to the nature of their work - so much content can be culled from social media. Social media is also a great way to promote an article online.

How about the stakeholders in the creation television commercial? With immediate connection though an enterprise social network, the client, the creative team, the videographer, the media buyer, the editor, and execs who need review and approve can all collaborate together in real time, which can save a lot of time and money for everyone.

From a telecommunication perspective, the research found that 71 percent of employees use social tools for communicating with colleagues, among the highest percentage of all industries surveyed. This makes sense when thinking about the world’s top operators, many of which operate in a number of different countries, with many locations in each region. The ability to collaborate quickly and seamlessly is vital to business performance.

Similarly, telecom respondents were among the most likely – 45 percent – to feel that their company understands the benefits of social tools. They were also the least likely of all industries surveyed – 30 percent – to feel that their management underestimates the benefits of social tools in the workplace.

These data points illustrate how important social tools can be to the telecom industry, but to take things a step further, it’s also important for operators to use these social tools because they are often providing them as a service to their business customers. For example, many of the world’s top operators are syndication partners for Office 365, which includes SharePoint, Lync, and Exchange email. Syndication partners sell, bill, and support Office 365 cloud services, bundled with their existing products to small and midsize-business customers. As service providers, they are looked to as trusted advisors to help their customers collaborate and work more effectively, so it only stands to reason that they would be among the leaders in implementing these tools themselves. In fact, earlier this month Telefónica announced that it is deploying Microsoft Office 365 and Yammer as part of a strategic initiative utilizing IT for better business results and a competitive edge.

Stay tuned for more insights tomorrow about other enterprise social network industry trends. In addition, we invite you to take a look at our new Microsoft Business Newsroom for more information on this survey and other business news from the company.