UK tech firms don’t use social media to engage
UK tech firms don’t use social media to engageUK technology firms are not using social media to engage with customers, research by PR firm EML Wildfire has found.
The research was conducted using the 2010 Deloitte Fast Tech 50, a list of the UK’s 50 fastest growing technology companies, and found that B2C brands are far more likely to engage with users than B2B companies.
It was found that 58% of companies in the study had social media links on their homepage despite over 90% of companies having at least one social media site.
Only 31% of brands with a Facebook account used it to engage with users and, of those that used Twitter, only 14% of tweets were replies and 14% retweets.
Debby Penton, director at EML Wildfire, said: “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.
“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.”
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There's no surprise that they are facing confusion about how to approach these new channels. Social media is about socialising, and not selling. It's not only about Facebook and Twitter - these are channels that people use to talk about their own experiences and that's why businesses are struggling to harness social media. They need to understand who their target audience is and which channels they are using to socially interact with other people or online communities.
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