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Eight out of ten American companies are present on Facebook
(Editor's Note: This is from a press release from InSites Consulting dated June 20, 2012)
The following conclusions are from a survey of managers and business owners in the U.S., Great Britain, The Netherlands, Belgium, Germany and France.
8 OUT OF 10 AMERICAN COMPANIES ARE PRESENT ON FACEBOOK, 45% ON TWITTER 61% LISTEN TO CONVERSATIONS BETWEEN CONSUMERS ON SOCIAL MEDIA U.S. companies are very successful in answering questions via social media as 83% of companies indicate they always deal with questions or complaints sent to them via social media. Still, only 54% of the companies in this survey also talk to and actively participate in online conversations with consumers.
HIGH USAGE BUT LOW INTEGRATION OF SOCIAL MEDIA The integration is at similar levels compared to the European status. "A huge number of companies feel external pressure to be present on social media. Unfortunately this very often results in static corporate pages where nothing really happens. It too often leads to mere presence, not engagement with people. In doing so, companies create enthusiasm among their customers which in the end turns into disappointment," declares Van Belleghem.
A DIGITAL GAP IS EMERGING IN THE CORPORATE WORLD Companies which are not investing much yet are not intending to do so. "Even though there is a clear digital evolution and pull 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 in their market. It is time for these companies to observe, facilitate and join these conversations through e.g. consumer consulting boards or social media observation techniques", concludes Van Belleghem.
About the survey: InSites Consulting was founded in 1997 to activate consumers, clients and employees and act as change agents by closing the gap between consumers and the "boardroom". InSites Consulting has developed award-winning social media research methods like online communities, ethnography and nethnography/social media listening.
For more information contact Anke Moerdyck at: Anke@InSites-Consulting.com,
or Niels Schillewaert, PhD, at Niels@insites-consulting.com. |
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