22% of companies have no social media strategy
Twenty two per cent of leading communications heads who responded to a worldwide survey admit that their organisations have no social media strategy, according to the latest Grayling PULSE research published today by the global public relations and government relations company.
Of the companies that do have a social media strategy, only 39 per cent say that it is integrated with their broader communications strategy. Globally, only 23 per cent of CEOs participate personally in company social media - via a blog, Twitter or other platform – and 44 per cent of CEOs have no involvement at all in their company’s social media presence, according to the research undertaken with over 1100 leading communications and marketing directors.
The two most common objectives for a company’s digital strategy are ‘improved reputation’ (21.4 per cent) and ‘awareness’ (22.1 per cent). ‘Increase in sales’ was reported as a driver by 11 per cent of respondents and ‘customer service’ by just 10 per cent. The Technology, Media & Telecommunications sector leads the way in social media with 83 per cent having a digital strategy compared to just 60 per cent in the Transport, Automotive & Logistics sector and 68 per cent in the Consumer & Retail sector.
Seventy eight per cent of Western European-located companies who responded to the survey have a digital strategy compared to only 61.3 per cent of companies in CEE and Eurasia.
Victor Benady, Global Head of Social Media for Grayling commented: “The chasm between the ‘haves’ and ‘have nots’ has grown increasingly wider in 2012. It seems remarkable that 22 per cent of the companies we surveyed have no social media strategy whatsoever whilst at the opposite end of the scale 71 per cent have a strategy and are getting under the skin of the reputational challenges of social media. What does that mean for the ‘have nots’? Only time will tell if their lack of digital voice will negatively impact on their business but why are they even waiting to find out? It seems like a huge risk to take.”
Victor went on to say: “When it comes to the reasons why companies are adopting social media as part of their wider communications strategy and practices, of course awareness is important, but the fact that ‘improved reputation’ features so highly, suggests that many are embracing the complexities of the medium to achieve much deeper and more sophisticated business objectives.
“This edition of PULSE also brings some clarity to the perceived struggle between advertising and public relations over the social media space and puts the onus of responsibility firmly on the lap of PR.”