At the time of being in social networks, companies and brands have launched to the board through multiple platforms and social profiles in an even greater porch that of the traditional users. This is evidenced by a new data study developed by Obervu, which yields really interesting data and figures.
- 65% of the main companies are on Twitter, while only 16% of Internet users in the United States have registered their profile in this social network.
- 58% of Fortune 500 companies have a Facebook account; Here stand out the ordinary citizens, with 66% of registered profiles.
- 83% of B2B companies are on LinkedIn, while only 20% of the general public has registered their profile on this platform.
- 54% of the most relevant brands work on Instagram, an application that only uses 12% of the population.
- 51% of companies have a profile in Pinterest, compared to 12% of users.
This is a great fight to make your message stand out from the competition, as well as a great investment in the management of all those accounts, in order to properly develop the presence of the brand in Social Media.
However, only 22% of companies have the services of a Social Media Manager, a figure that contrasts radically with that of individuals, where 91% of them usually access their social accounts. 43% of users between the ages of 20 and 29 dedicate more than 11 weekly to the management of their social networks; A dedication that only carries out a third of the marketers. Thus, it is possible to observe how users register mainly those networks that they will effectively use, and also enjoy managing and updating, In addition to connecting with friends, other users and brands; And for its part the vast majority of brands is still to be.
On average, a large company has 178 registered corporate profiles. However, only 19% of marketers use a social network management tool, despite having to develop a cross-platform strategy. This implies a lack of effectiveness as well as optimization of available resources. 46% of professionals recognize that one of their main purposes in the next 12-18 months is to establish coordinated patterns of multichannel management.
When Choosing a Social Media Strategy, Size Matters?
When it comes to choosing from the multitude of possibilities offered by Social Media, Small businesses and the self-employed prefer mainly to optimize their presence in LinkedIn and generate quality content through corporate blogs.
On the other hand, medium-sized companies prefer to define a strategy based on geolocation, so Foursquare is present in their thoughts.
However, the big ones bet on maximizing the reach of their message through audiovisual content, betting heavily on YouTube.
The success of any company in Social Media is to listen to your audience, offer you interesting content and interact with it. Instagram generates 85 comments and 575 likes per second; While Pinterest derives qualified traffic to the web, in addition to that its users are the ones who buy more in Internet. Sadly, The reality of companies is different. According to a test conducted by Ehrenberg Institute, among 200 brands during a week, less than 0.5% got some kind of engagement with their fans. Socialbakers also tells us that only 30% of businesses respond to their followers. In this way it is impossible to obtain any positive results.