Content Marketing Blog

Over 90% of major brands have some form of social media strategy – survey

If you want to reach your target consumers these days, you know that you will find them on social networking sites such as Facebook and Twitter.

A recent study carried out by World Wide Worx and Fuseware in South Africa has found that large corporate brands have "woken up to social media, following in the footsteps of their customers" with 95 per cent of brands surveyed saying they have a form of social media strategy aimed at consumers.

Though this demonstrates that many corporate brands are actively engaging in social media, only 51 per cent rate their Facebook efforts as effective, with only 33 per cent finding it effective on Twitter.

"The survey shows that corporate South Africa has woken up to social media, but it hasn't yet figured out how to dress for the role," says World Wide Worx managing director Arthur Goldstuck.

"Most large companies are still neutral on the impact of social media, and are still feeling their way."

Though it is absolutely essential for a company to have a social media marketing plan in place, it's also vital that there is a team monitoring the strategy and that is is effectively targeting audiences.

Fuseware managing director Mike Wronski adds: "When we asked companies what barriers were preventing marketers from getting more value out of social media, the most commonly cited was, ‘Time to properly manage these channels’."

"This is the largest bottleneck to social media success. Brands are struggling to allocate resources and time to manage social channels."

Some of the global brands topping the Social Brand Chart from Mashable (September 14 to September 21) include Samsung Mobile at number one, with over seven million YouTube views, 100, 274 new Twitter followers and almost one million new Facebook fans.

Samsung Mobile topped the table by a fair amount, but were followed by Amazon, Red Bull, Nokia, Nike, Coca-Cola, McDonald's, MTV, Disney and Wal-mart to make up the top ten for the week.

Posted by April Revake.