{"id":45666,"date":"2013-09-14T11:07:17","date_gmt":"2013-09-14T09:07:17","guid":{"rendered":"http:\/\/businesstech.co.za\/news\/?p=45666"},"modified":"2013-09-16T09:34:33","modified_gmt":"2013-09-16T07:34:33","slug":"how-sa-business-uses-social-media","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/internet\/45666\/how-sa-business-uses-social-media\/","title":{"rendered":"How SA business uses social media"},"content":{"rendered":"

A new report\u00a0highlights the intensified use of social media by South African corporations, with Facebook<\/a> winning out amongst the big players in the sector.<\/p>\n

The 2013 SA Social Media Landscape report, conducted by business technology research firm World Wide Worx<\/a> and social network analytics company,\u00a0Fuseware<\/a>, found that\u00a093% of major brands in SA use Facebook, 79% use Twitter<\/a>, 58% YouTube<\/a>, 46% LinkedIn<\/a> and 28% Pinterest<\/a>.<\/p>\n

Fewer than 1 in 10 used Mxit<\/a>, Foursquare<\/a> or Instagram<\/a>.<\/p>\n

\u201cThe big trend in corporate use of social media is that internal marketing teams are taking charge, rather than outsourced agencies,\u201d said Mike Wronski<\/a>, MD of Fuseware. \u201cJust over half of major brands (54%) rely on their own marketing team, a further 9% on public relations teams, and only 16% on third parties.\u201d<\/p>\n

The report revealed that, while 53% of respondents say they will build up their social media skills by investing in training existing teams, 27% aim to rely on specialist social media agencies.<\/p>\n

\u201cSuch investment is critical,\u201d said Arthur Goldstuck<\/a>, MD of World Wide Worx. \u201cThe survey shows that the measurement of social media effectiveness remains relatively unsophisticated.”<\/p>\n

He pointed out that on Twitter, 83% of companies measure effectiveness by number of followers, while only 48% conduct sentiment analysis.<\/p>\n

On Facebook, 87% measure number of fans and 79% number of posts and comments, while only 54% are assessing the tone of those posts through sentiment analysis.<\/p>\n

The importance of social media as a business tool was acknowledged by almost all respondents: 91% agreed that it had the potential for building a business.<\/p>\n

However, only 19% said they were getting as much value from social media as they could \u2013 indicating that most were still learning how to embrace the tool.<\/p>\n

Nevertheless, analysis of South Africa\u2019s top 50 brands by value reveals a strong showing: they have an average of 58,000 Facebook fans each, growing at 4.8% a month.<\/p>\n

The average number of YouTube account views is 259,000 per brand, but with an average subscriber base for their YouTube channels of only 366.<\/p>\n

On Twitter, they have an average of 12,785 followers each, with an average of 1,856 mentions a month.<\/p>\n

The downside is that the average response time for these brands addressing customer issues on Twitter is 271 minutes.<\/p>\n

\u201cTaking more than four hours to respond to a customer in such an immediate environment shows a gap in social media that needs to be closed,\u201d said Wronski.<\/p>\n

More on Social media<\/h3>\n

SA social media stats revealed<\/strong><\/a><\/p>\n

10 facts about social media in SA<\/strong><\/a><\/p>\n

The truth about SA Facebook stats<\/a><\/strong><\/p>\n

Corporate SA neutral on social media impact<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A new report highlights the intensified use of social media by South African corporations, with Facebook winning out amongst the big players.<\/p>\n","protected":false},"author":9,"featured_media":6632,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[9882],"tags":[45,2068,1687,26,1301,1573,2358,69,607,1246],"class_list":["post-45666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet","tag-facebook","tag-foursquare","tag-fuseware","tag-headline","tag-linkedin","tag-mxit","tag-pinterest","tag-social-media","tag-world-wide-worx","tag-youtube"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/45666","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=45666"}],"version-history":[{"count":6,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/45666\/revisions"}],"predecessor-version":[{"id":45960,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/45666\/revisions\/45960"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/6632"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=45666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=45666"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=45666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}