Social media is not exploited to the full

Posted on January 6, 2012

 

A report by KPMG, the professional services company which provides Audit, Advisory and Tax services to global firms, has published some surprising results from a social media report it recently conducted.

The survey, which polled a total of 1,850 managers and over 2,000 employers across ten countries, found that western businesses have been slower in adopting the use of social networks for online marketing.

When compared to companies based in countries such as the UK, it found that firms in Brazil, India and China were up to 30 per cent more likely to exploit the potential of popular sites such as Facebook and Twitter.

However, taking the results as a whole, the report indicated that 70 per cent of all companies were using social media as part of their online marketing strategies.

The level of uptake by companies in the emerging economies was largely as a result of the low-cost high yield ratio the networks provided.

This is despite a relative high number of problems firms in these countries can experience in accessing the Internet.

In the UK though, just 48 per cent of companies use social media in their marketing strategies. In comparison, 83 per cent of Chinese companies regularly communicate with their customers and suppliers in this way. The US too performs better than UK companies, with 72 per cent – 1 and a half times the UK level.

The results of the survey show that there is still an incredible amount of potential available to search marketers here Blighty.

Though concentrating on relevant content from company sites is important, it means nothing if traffic is not directed there, which is where social media sites really come into their own.

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