Tech companies not social enough, study finds
StumbleUponWhile companies may increasingly be looking to use Twitter and Facebook as part of their marketing mix, too many are failing to use them correctly and missing opportunities to be truly engaging. These are the findings of the latest PR survey into the subject, so New Media Knowledge looked at the stats. By Chris Lee.
By Chris Lee
UK tech companies are not making the most of the potential of social media, consistently failing to engage with their audiences, according to research. UK tech PR agency EML Wildfire’s survey found that only 31 per cent of brands with a Facebook account used it to engage with users and that those using Twitter, only 14 per cent of tweets were replies and retweets.
Corporate blogs were also found not to be as social as EML Wildfire argued that they should be. Of those with company blogs, just a fifth (20 per cent) received comments and only one company took the trouble to reply to comments received. The annual study analyses the social media activity of the 2010 Deloitte Fast Tech 50 - a list of the UK’s 50 fastest growing technology companies.
Facing the book
One of the most interesting findings this year was that the use of Facebook amongst business-to-business (B2B) companies had rocketed in the last 12 months, with 70 per cent of them on the platform compared to just 40 per cent in 2010. Overall, LinkedIn was still the most popular network used (92 per cent), followed by Twitter (80 per cent). YouTube remained the least popular for the second year running (44 per cent).
According to EML Wildfire’s director, Debby Penton, despite the increase in adoption of social media, most companies were still only using these channels for “push” marketing techniques with 65 per cent of companies with a Facebook page using it for one way communications and 96 per cent of blogs simply broadcasting article and news content without inviting responses.
“The vast majority of businesses we speak to now accept that social media is something they should be doing. But we are still seeing confusion about how to approach these new channels and get the best out of them. It is therefore no surprise to see even some of the UK’s most successful tech businesses still struggling to adjust and approaching the situation with ‘old media’ mindsets,” Penton said.
Consumer engagement
As might be expected, business-to-consumer (B2C) brands in the study were far more likely to engage with users than B2B companies. Of the B2C companies with a Facebook page, two-thirds (63 per cent) used it to engage with consumers compared to just 22 per cent of B2B companies. And, while the percentage of B2B tweets that were replies was only seven per cent, B2C rated much higher (35 per cent).
Tech companies were also still failing to effectively integrate social media channels with their website. Only 58 per cent of companies in the study had social media links on their homepage despite over 90 per cent of companies having at least one social media site. Half of companies linked Twitter from their homepage, but only 14 per cent linked to a YouTube page or blog.
Penton added: “Social media gives companies a unique opportunity to reach their audience directly. But without the right strategy in place and the skills required to execute, brands could actually risk damaging their online reputation rather than harnessing the positive commercial impact that social media should and can deliver.”
Penton recommends businesses address these five concerns before engaging in a social media strategy:
1. What’s the objective?
2. How will you build a community?
3. What are you going to say?
4. Who’s going to manage it?
5. How will you measure success?
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