Oz brands drag social media heels
Social laggards. A large number of brand name companies in Australia have dipped their toes into social media… but have failed to follow through, according to research carried out by Burson-Marsteller.
The study looked at top-20 firms as identified by Interbrand in its Australia’s Best Brands Report 2009, and discovered that 40% had at least one Twitter account – but that 44% of those were inactive, and many were not updated frequently. And 50% of the companies surveyed had established official fan pages within Facebook, while 15% were moribund.
“Only 20% of the companies surveyed have a corporate blog,” says Daniel Young, director, B-M Australia. “Corporate blogs provide businesses with a controllable and direct form of communication; it’s therefore surprising to see the relatively low levels of adoption in Australia.
“Many of the companies surveyed have focused their efforts on one social media channel suggesting that Australia is still in an experimentation phase when it comes to online engagement and digital PR programs.”
Get the B-M social media report here.
