Sie sind auf Seite 1von 25

Visibility and Social Media

Monitoring study of
Belgian companies

Survey Results
August 2010

Mic Adam
Vanguard Leadership (c) – August 2010
Introduction
• Social media for business is a hot topic
• Key questions:
• Are companies present in social media?
• How visible do thy make they presence?
• Do companies monitor their social media
accounts?
• Do they engage their audience?

Vanguard Leadership (c) – August 2010


Research method (1)
• Visibility of companies
• 540 companies analyzed
• BEL-20 companies
• Trends Gazellen
• Brussels – Large companies
• Antwerp – Medium sized companies
• Miscelaneous companies (large and small
geographically spread all over belgium)
• Company websites were visited and checked for
links to social media profiles
• Inventory of social media profiles through various
search engines and tools including platforms
themselves
Vanguard Leadership (c) – August 2010
Research method (2)
• Social Media Monitoring
• Twitter
• Facebook
• LinkedIn

Vanguard Leadership (c) – August 2010


Some Statistics
• Facebook 500 million, Twitter 150 million and
LinkedIn 75 million
• In Belgium LI has +/-800K members, FB 3.5M
and Twitter +/-100K users
• In Belgium there are
• +/-4.500 companies represented in LinkedIn
• No specific numbers are available for Facebook or
Twitter

Vanguard Leadership (c) – August 2010


Visibility of Belgian companies

Vanguard Leadership (c) – August 2010


Social Media Presence

Not Present
29%

Present
71%

Social Media Presence = have a profile on at least one SoM


platform
Vanguard Leadership (c) – August 2010
Social Media Visibility
on company website

Yes
25%

No
75%
1 in 3 on companies with
social media profile

1 in 4 on ALL companies
Yes
35%

No
65%

Vanguard Leadership (c) – August 2010


Where are companies?

80%

70%

60%

50%

40%

30%

20%

10%

0%
Facebook Twitter LinkedIn

Vanguard Leadership (c) – August 2010


Are you listening?

Vanguard Leadership (c) – August 2010


Twitter Monitoring
• Step 1: Generic Tweet requesting acknowledgement
• Step 2: Request for specific & relevant information
• Step 3: File a complaint about not listening

Reply
45%

No Reply
55%

Vanguard Leadership (c) – August 2010


Twitter Monitoring

Conclusions:
• Only 45% of the companies replied!

Reasons why not responding:


• Dormant name – claimed for future use?
• Not really used – it is someone’s toy?
• Only used to shout AT the world, not engage

Vanguard Leadership (c) – August 2010


Facebook Presence
18% 20%

19%

43%

• 20% - Page only: Just claimed page (no fans/No posts)


• 43% - Starter: a few fans and limited amount of posts
• 19% - Advertizers: Fans but only outgoing posts
• 18% - Conversationalists: Fans and posts from company and fans

Vanguard Leadership (c) – August 2010


LinkedIn Monitoring

Aspects of interactivity
• Companies & people following companies
• Status live update follow
• Comments on discussions
• Replies to Questions & Answers
• Poll votes

Vanguard Leadership (c) – August 2010


Companies in LinkedIn
Overview

70%

60%

50%

40%

30%

20%

10%

0%
1-10 11-50 51-200 201-500 501-1000 1.001-5.000 5.000-10.000

Reflects belgian business landscape


Vanguard Leadership (c) – August 2010
Followers of company

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

5K-10K 51-250 1-10

Remarks:
• Large companies: few employees follow their company
• Medium sized companies: evenly spread
• Small companies: in line with size Vanguard Leadership (c) – August 2010
Status Updates

Vanguard Leadership (c) – August 2010


Conversations in LinkedIn Groups
1% 1%

5%
15%

78%

No comment 1-5 comments

6-20comments 21-50 comments

50+ comments

• Out of 78% uncommented discussions is about 4 out 5


• Link to article or website
• Event announcement
• Advertizing service or product Vanguard Leadership (c) – August 2010
Answers
1%
8% 12%

35%

44%

No comment

1-5 comments

6-20comments

21-50 comments

50+ comments

Vanguard Leadership (c) – August 2010


Polls

60%

50%

40%

30%

20%

10%

0%
No votes 1 - 5 votes 6 - 20 votes 21 - 50 51 - 250 251 - 1,000 1000+ votes
votes votes votes

Vanguard Leadership (c) – August 2010


Conclusions

• Companies are only getting their feet wet..


• Socil media is not really part of the company
and marketing strategy
• Some companies might be monitoring social
media but most are certainly not engaging
their customers.

Vanguard Leadership (c) – August 2010


Recommendations
Visibility
• Add social media links to your website
Twitter
• Use a representative and easy to find name
• Give followers a reason to follow you
Facebook
• Post regularly but not too commercial info
• Engage your audience
LinkedIn
• Have a company profile people can follow, including
your employees
• Create and moderate good discussions
Vanguard Leadership (c) – August 2010
Recommendations
Before you get started:
• Create social media awareness for all employees
(not just for marketing)
• Create inventory where audiences, employees,
clients and markets are
• Create and implement a social media policy

When you are up and running:


• Integrate social media into the company’s strategy
• Commit resources (people, money and time) to
implement social media
• Monitor your social media accounts
• Engage your audience Vanguard Leadership (c) – August 2010
About Vanguard Leadership

Vanguard Leadership is a Social Media Policy Consultancy company


that focuses on helping companies and individuals protect their
reputation in social media by
• Providing awareness presentations about social media
• Creating social media inventories
• Creating and implementing social media policies
• Providing customized trainings and workshops
• Providing social media monitoring in an outsourced model.

Vanguard Leadership also provides specific training and monitoring


solutions for companies taking them “from a professional profile to
an efficient social media strategy.

Vanguard Leadership (c) – August 2010


Contact details

Mic Adam
Social Media Policy Creator
General Manager
Vanguard Leadership

Website: www.vanguard-leadership.be
Blog: http://micvadam.wordpress.com
Email: adammic@vanguard-leadership.be
Phone: +32 478 50 41 35
Skype: micvadam
Address: Jan Vanlooylaan 63
B-8670 Koksijde
Belgium