Member Article

Businesses missing out on the power of social media

Technology companies across the UK are missing out on the potential of social media by failing to engage audiences.

A survey by EML Wildfire found that despite a huge increase in the number of tech companies using social channels, only 31% of brands with a Facebook account used it to engage with users.

Among those that used twitter, only 14% of tweets were replies and retweets, and only 20% of blog users receive comments.

The survey was conducted across 2010’s Deloitte Fast Tech 50, a list of the UK’s 50 fastest growing technology companies.

It showed that over the last 12 months, 70% of B2B companies now use Facebook, as opposed to just 40% previously.

Unsurprisingly, B2C brands were more likely to engage with users than B2B companies, with 63% using it to engage customers.

Overall LinkedIn remained the most popular network used at 92%, followed by twitter (80%) and with YouTube at the bottom of the pack (44%).

Many of the companies surveyed only used these channels for ‘push’ marketing techniques, and many use blogs simply used as means to broadcast news without inviting a response.

Alan McGee is director of social media specialists SAY Consultancy. He said: “Businesses we have worked with in the North East have now progressed from simply having a social media presence, to understanding how to engage in quality conversations with either B2B or B2C customers.

“It needs to be a sharing of information on products and services that will make a significant difference to both parties.

“We are now seeing clear indications of a ROI on social media activities that are focused on quality rather than quantity.

“The exciting prospect for social media is that no two businesses are the same, a strategy that defines your brand and raises awareness of your offering should place you ahead of your competitors.”

Debby Penton, Director at EML Wildfire, said: “The vast majority of business 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.”

This was posted in Bdaily's Members' News section by Tom Keighley .