Tech firms ignoring the "social" in social media

Let's see, social media entails being... social. It's not rocket science. Yet some of the U.K.'s leading technology companies just don't seem to get it and are failing to use social channels effectively.
by Helen Leggatt

First, the good news. The vast majority of Britain's leading technology firms have a presence on at least two social networks.

Now, the bad news. Many of those firms aren't using social media to be social. They appear to have missed the meeting in which "engagement" and "dialogue" were discussed and are, instead, pumping out corporate content as an extension of traditional marketing efforts.

"Social media marketing is not some black art requiring vast experience or knowledge. After all, the vast majority of us use social networks on a regular basis to chat with friends or network with colleagues," said Debby Penton, Managing Director at Wildfire.

Here are some interesting, yet somewhat depressing, stats from the Wildfire report based on their analysis of the social media activities of the 2009 Deloitte Fast Tech 50, which includes the likes of The Book Depository and Bigmouthmedia Ltd:-

- 90% of tech firms have a presence on at least two social networks
- Twitter is the most popular network used (74%), followed by Linkedin (72%) and Facebook (20%).
- Less than half (48%) have a blog
- 60% of firms with a Facebook page use it purely for distribution purposes
- Only 25% of brands reply to followers' comments on their Facebook pages
- 43% of brands with a Twitter account have never replied to a Tweet

The best way to get the most from social media is to formulate a strategy but, it would appear, many have started up Facebook Pages and Twitter accounts with little thought of what to say or do. Would you take to the podium at a company PR event unprepared? Quite.

"With correct foresight and planning, social media can be a wonderfully effective and cost efficient way of developing relationships with end users and achieving bottom line returns," added Penton.

http://www.bizreport.com/2010/08/tech-firms-ignoring-the-social-in-social-media.html#