UK Tech Companies Ignoring The ‘Social’ Part Of Social Media, Says Study [INFOGRAPHIC]

The branding and marketing benefits of social media are now well-established, and platforms such as Twitter and Facebook are being rapidly adopted by businesses of all shapes and sizes.

But are brands actively engaging with their communities, or simply using these tools for mass-broadcasting?

EML Wildfire looked at the social media activities of 50 of the UK’s fastest-growing tech companies, and found that while 90 percent had a presence on one or more social networks, only a small number were actually being ‘social’.

Twitter saw the highest overall levels of engagement, with 68 percent of the 41 companies who had a Twitter profile using it to build relationships with followers – although only 14 percent of tweets sent were replies.

And while 70 percent of the brands polled had a Facebook Page, just 31 percent used this tool to engage with fans.

Other key takeaways:

  • LinkedIn was the most popular social network in the study – 92 percent of the companies polled had a LinkedIn account, up from 72 percent in 2010
  • Twitter rated second (82 percent, up from 68 percent in 2010) ahead of Facebook (70 percent, up from 40 percent) and YouTube (44 percent, up from 22 percent)
  • 50 percent of the companies use blogs, but only 20 percent of those received comments, and just 8 percent replied to them
  • Over half of the tech companies link to their social channels on their website

EML Wildfire have made this infographic to illustrate their findings, which also offers five steps to the perfect social strategy.

The bottom line? If you’re going to talk the talk, you’ve got to walk the walk.

(Source: Econsultancy. Top image credit: Vladru via Shutterstock.)