Study Reveals Social Media Missteps

Do all tech companies fail at Social Media?

A study by PR/marketing agency Wildfire, found that 90% of UK tech companies (included in the 2009 Deloitte Fast Tech 50) have a presence on two or more social networks and that most fail to use social media for anything other than old-fashioned marketing.

Some of the most interesting findings from the Wildfire study include:

  • 74% of companies operated an official Twitter account, yet 43% of them had never replied to a single tweet.
  • 57% of companies used Twitter solely for one-way marketing messages.
  • 20% of companies on the Deloitte list have a presence on Facebook.
  • Only 25% of companies with a Facebook presence had ever replied to followers’ comments.
  • 60% of companies with a Facebook page used it purely as a distribution channel.

Yikes! The lesson here is that a social media presence alone does not make you a social pro.  In this age of expanding social media, great customer service should be the ultimate objective.

Social media is meant to be a connective media for companies to engage customers in meaningful ways.  If your company is using social media solely for marketing blasts, you’re missing the point!


Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
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