Aus­tralian com­pa­nies strug­gle with so­cial me­dia con­tent creation

A whop­ping 87 per­cent of Aus­tralian com­pa­nies think that so­cial me­dia pro­vides a com­pet­i­tive ad­van­tage.

Business First - - CONTENTS -

How­ever, they face a va­ri­ety of chal­lenges in har­ness­ing that po­ten­tial.

That’s just one of the find­ings from Hootsuite’s Aus­tralian So­cial Me­dia Man­age­ment Study which ex­am­ined the per­cep­tions and ex­pe­ri­ences of busi­nesses us­ing so­cial me­dia in Aus­tralia.

Hootsuite sur­veyed more than 100 ex­ec­u­tives and man­agers at busi­nesses in var­i­ous in­dus­tries across Aus­tralia about their so­cial me­dia us­age and chal­lenges in 2015.

They found that con­tent creation on so­cial me­dia plat­forms is the big­gest chal­lenge fac­ing busi­nesses in Aus­tralia, as cited by 30 per­cent of sur­vey re­spon­dents. Other bar­ri­ers in­clude so­cial me­dia mea­sure­ment (18 per­cent) and si­mul­ta­ne­ous con­tent dis­tri­bu­tion across chan­nels (15), among other is­sues.

For Aus­tralian busi­nesses, brand aware­ness is key. A full 61 per­cent of re­spon­dents in­di­cated that it’s their main so­cial me­dia ob­jec­tive. Other pri­or­i­ties in­cluded in­creas­ing brand loy­alty (13 per­cent) and in­creas­ing sales (12 per­cent).

More than three quar­ters of re­spon­dents rec­og­nized the com­pet­i­tive ad­van­tage that so­cial me­dia pro­vides for their busi­nesses and 61 per­cent are look­ing at in­creas­ing their use of so­cial me­dia. The ma­jor­ity of re­spon­dents sur­veyed (58 per­cent) do not ac­tively use a so­cial me­dia man­age­ment sys­tem. This un­der­scores the need for more ed­u­ca­tion and re­sources to help Aus­tralian or­gan­i­sa­tions tap into the full power of so­cial me­dia.

Face­book con­tin­ues to lead the pack in terms of so­cial net­work use for Aus­tralian busi­nesses with 29 per­cent of re­spon­dents in­di­cat­ing that they use the plat­form to post con­tent. Face­book is fol­lowed by Twit­ter (16 per­cent) and Instagram (15 per­cent).

The find­ings pro­vide a lot of in­sight into the so­cial me­dia use of Aus­tralian com­pa­nies. Roger Gra­ham, Hootsuite di­rec­tor of growth and mar­ket­ing, ex­plained what the re­sults mean: “Aus­tralian busi­nesses un­der­stand the ben­e­fits and com­pet­i­tive ad­van­tage that so­cial me­dia pro­vides, how­ever con­tinue to strug­gle with fully cap­i­tal­is­ing on this trend. There’s great op­por­tu­nity for com­pa­nies to em­bed so­cial me­dia as a fun­da­men­tal com­po­nent in their mar­ket­ing ef­forts.”

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