A new study has claimed that American companies are using social media to their advantage much better than British firms.
According to digital communications agency Investis, US businesses on social media were consistently winning the news feed battle against UK challengers, although some Brits were making progress.
For example, while American organisations dominated the top 10 list for firms’ use of social media, two British companies did manage to make it into the rankings. These were Royal Dutch Shell, at fourth position, and BP at tenth.
However, the only other UK-based companies in the top 25 were Anglo American and Pearson, at positions 15th and 16th respectively.
The Investis study looked at 500 leading British and American firms, scoring them based on their activities across eight different social media channels, including Twitter, LinkedIn, Facebook, and YouTube. It was found that US-based enterprises were both more active and engaging on social media than their UK counterparts.
A number of figures helped to illustrate this point. For example, American corporations were found to tweet on average 2,979 times in a year, compared to only 738 posts from British corporate accounts. Meanwhile, US companies on Facebook saw their news feed updates receive 45,111 likes on average, which greatly outweighed British businesses’ 1,177 marks of approval.
Of the top 50 firms included in the study, 74% were American. A US company was also first overall: Cisco Systems. It achieved a score of 86% across all eight social platforms. This helps to illustrate the importance for British organisations to make sure that they have a robust social presence, including when it comes to reputation management.
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