Tech companies still fail at social media

A new report shows that tech companies are still failing to engage effectively over social media.

The EML Wildfire study, which looks at…, has found that, while the UK’s top 50 tech companies are using social media more, their levels of engagement have decreased since 2011.

The report looks at the Deloitte Technology Fast 50 – a ranking of the UK’s fastest growing tech companies – and looked at how they approach social media.

According to the report, 74% of the companies assessed had social media links on their homepage – despite the fact that every company had at least one social networking site.

LinkedIn proved to be the most popular social network, with almost all of the companies in the study having registered an account; Twitter and Facebook also remained popular, though EML noted a decrease in businesses on Facebook.

Social Media 2012
Social Media 2012 (Click to enlarge)
  • Twitter: While 82% of surveyed businesses had Twitter accounts, only 24% of businesses use Twitter as a tool for building conversations with consumers, journalists and other companies.
  • Facebook: Businesses using Facebook dropped from 70% in 2011, to 68% in 2012. Only 38% of businesses even attempted to use the social network for engaging with customers and journalists.
  • LinkedIn: 98% of businesses surveyed have a LinkedIn account, but only 49% have an embedded newsfeed detailing their latest activity and only 22% use it to list their job vacancies.
  • Google+: 42% of the businesses surveyed have a Google+ account – of this total, only 43% are active.
  • Blogs: Interestingly, 28% of companies in the report currently maintain a blog – a figure significantly less than the 50% recorded in 2011.

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Tech companies still fail at social media