With more than 500 million tweets sent each day around the world and 300 million LinkedIn users, it’s no wonder businesses use these communication platforms. They do it to meet a variety of goals; developing their brand and its awareness, improving customer service, showing they are subject matter experts in their field and increasing sales. ‘Best in class’ users are being even more creative, using social media in areas such as market research to test new product ideas and to improve internal communications and staff morale.
However recent research shows that, in reality, it’s rare for businesses to get a return from their social media activities. Indeed a survey of 1,700 companies by the Harvard Business School showed that only 12% feel they are using social media effectively. A total of 43% of businesses surveyed said they are ineffective at using social media and another 45% felt they are ‘getting there’. Continue reading