Not only consumers find their way onto the popular social network sites, an increasing number of companies also use it. 61% of the British companies use Facebook, 44% have a Twitter account, 30% are present on LinkedIn and 23% use YouTube. These numbers are rather comparable to those of the neighbouring countries. American companies have evolved even further in their social media usage.
High usage but low integration of social media
The survey showed that companies find it very important to be present on social network sites. However, this does not always mean their method is well thought-out. A mere 10% of the companies are integrating their social media approach into their overall corporate strategy.
45% are currently experimenting or taking their first steps on the social web. 31% of the British companies are not even doing anything on social media. “A huge number of companies feel the external pressure to be present on social media. Unfortunately this only too frequently results in corporate pages where nothing is really happening. So they create enthusiasm in their customers which in the end turns into disappointment,” states Prof Steven Van Belleghem, partner at the research agency InSites Consulting.
· High social media usage in British companies.
· Even in cases of high usage, the social media approach is too often still disconnected from general company management.
· Half the British companies listen to consumer conversations on social media.
· Seven out of ten British companies answer client questions and complaints via social media.
· A digital gap is growing in the corporate world. Companies which are currently not yet investing in digital media are not planning to do so. Companies which are already investing a lot will do so even more in future.
A digital gap is emerging in the corporate world
Chances are that there will soon be a digital gap in the corporate world. This survey has shown that companies which are already investing a lot in new media will do so even more in the future. Companies which are not investing much yet are not intending to do so. “Even though there is a clear digital evolution among clients, there are still companies that are not convinced that they too have to go with the evolution.
The risk for these companies is that, in a rather short term, they will miss out on an important target group,” concludes Van Belleghem.