Study: Swiss companies are "social media grouches"
The PR agency Burson-Marsteller Switzerland has published a study on the use of social media platforms by SMI companies. The result: in contrast to US companies, Swiss companies make little use of social media for corporate communications.
The study entitled "How SMI companies use social media" analyzes which of the companies use Facebook pages and groups, Twitter profiles or blogs for corporate communications. Only 30 percent of the SMI companies surveyed use one or more social media platforms, whereas, according to a study by Burson-Marsteller USA, 60 percent of Fortune 100 companies already use Twitter, Facebook or blogs strategically to achieve their communication goals.
Those SMI companies that already use social media platforms mainly use these channels to disseminate information. "Companies publish news and promotions in classic push mode and are therefore still barely exploiting the dialog potential of social media platforms," says Daniel Jörg, Head of Burson-Marsteller Crossmedia. The study also showed that Twitter and Facebook are the most popular platforms for SMI companies. Most companies have never had a blog, but have switched directly to using Twitter and Facebook. Only Swisscom uses all three channels and has a Facebook page, a Twitter profile and a blog.
Those SMI companies that already use social media platforms mainly use these channels to disseminate information. "Companies publish news and promotions in classic push mode and are therefore still barely exploiting the dialog potential of social media platforms," says Daniel Jörg, Head of Burson-Marsteller Crossmedia. The study also showed that Twitter and Facebook are the most popular platforms for SMI companies. Most companies have never had a blog, but have switched directly to using Twitter and Facebook. Only Swisscom uses all three channels and has a Facebook page, a Twitter profile and a blog.
(Graphic: Burson-Marsteller Crossmedia)
