How Fortune 100 brands are using social media

The Global Social Media Check-Up 2010

Interesting stats on how Fortune 100 brands are using social media.  The study considers Twitter, Facebook, YouTube and corporate blogs. 

Slide 5: Interestingly, Twitter is the most popular social media tool, perhaps because it allows companies to promote existing content rather than create new content.  In my experience it was easy to set up a Twitter account and post frequently.  Identifying subject matter experts to participate in a corporate blog was a harder proposition, and once identified, gaining their commitment to post frequently was even more difficult.

Slide 9: Only 40% of Asian companies are on Twitter and most use it to communicate with Western stakeholders – I wonder how many non-English language Twitter accounts are live?

Slide 12: Analysis claims that stakeholders want to hear what companies are saying based on the number of followers and tweets about companies.  These stakeholders would also comprise business partners, competitors, employees… Depending on the organisation’s Twitter strategy pure numbers aren’t necessarily a sign of success.  Better metrics would be linked to engagement and potentially lead generation or conversion.  Again, the metrics need to be mapped to the strategy behind the company’s Twitter account.

Slide 19: US companies are the most prominent on Facebook with 69% having fan pages.  I’d be interested in understanding the split between B2B and B2C organisations.  I also feel that cultural differences play apart, as well as age groups and gender.  Some of my more cynical colleagues would NEVER join the fan page of a brand – and look at the stats, it appears my fellow Aussies in the Asia-Pac region are also more reluctant to become “fan’s” of brands.  However, with Facebook adoption so mainstream, it appears that people are looking at fan pages as a way of conversing with brands and voicing opinions (Slides 22-23).

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Big brands and their digital plans – in the firing line!

Yesterday afternoon a last-minute arrangement saw me on the keynote panel at the Search Engine Strategies event in London.  The panel was billed as, “Big Brands and their Biggest Plans Yet“, and I was alongside companies such as Yahoo, the British Museum, Local.com and SAP, with some agency representation as well.

At the end of a long day I thought the room would be fairly empty, but the promise of cocktails after the session must have kept people hanging around – and Aaron Kahlow of Online Marketing Connect, who was chairing the panel, prompted the audience to go for a “no holds barred” approach to their questions.

Following are some of the questions and responses from the panel (paraphrased from memory!): Continue reading “Big brands and their digital plans – in the firing line!”

Social media roadmap – from basic to advanced

I came across the following social media spectrum of participation in the toolbox.com White Paper, “5 Social Media Marketing Best Practices for B2B” (and apologies for the grainy picture!).  It outlines a Basic to Advanced Roadmap for social media that enables companies to identify where there efforts currently lie, and where they can aim to get to. Continue reading “Social media roadmap – from basic to advanced”

Twitter is not a strategy! 4 social media objectives.

After what felt like the hundredth conversation on social media which started with “so I’ve created a Twitter ID, Facebook fan page and LinkedIn group”, I started to despair.  Why is it so difficult for people to identify their objectives before they launch in with the tools?

And let’s face it, setting up the tools is the easy part!  Whilst there are a number of agencies out there who have been touting their services to create these groups, all they really require is a little time and effort to get started.  The hard part – the REALLY time consuming part, is identifying why the hell you’re creating them in the first place, and how you’re going to measure your success.

So I thought I’d jot down some potential objectives: Continue reading “Twitter is not a strategy! 4 social media objectives.”