Just 17% of Canadian companies post to social media sites regularly and monitor often for corporate mention, a new study by SAS and Leger discovered.
While 30 per cent of executives interviewed said their company posts to social media sites at least several times a week, only three in five of those often monitor social media conversations. For those that don't actively monitor for mentions, half of them cited a lack of resources as the reason they aren't doing it more often.
A quarter of respondents (24 per cent) said social media strategies and tactics are driven by the CEO. Twenty-one per cent said efforts are driven by the director of communications, while 18 per cent cited the chief marketing officer as the corporate social media lead. 13% of those surveyed said their company does not engage in social media at all because it is viewed as a waste of time and effort.
17 per cent said their company often monitors for corporate social media mentions and posts to social media sites at least several times a week. 33 per cent said employees use personal social media accounts to mention company events, news, etc. 14 per cent said their company posts to social media channels more than once a day, yet a quarter of those don't often monitor for mention. 10 per cent of executives said their company monitors for mentions but seldom, if ever, posts to social media sites. 5 per cent of execs said their company posts to social media sites at least once a week yet seldom, if ever, monitor for mentions.
"While the majority of Canadian companies are engaging in social media, most of them aren't combining the two fundamental pillars – posting information and monitoring what people are saying – with enough frequency to build lasting relationships with their customers," said Katie Delahaye Paine, CEO, KDPaine & Partners.
"Most executives understand that social media can impact their business, but they perceive the cost of engagement to be prohibitive," said Lori Bieda, Executive Lead Customer Intelligence, SAS Canada. "A great place to start, however, is automating the monitoring process by using advanced analytics software tools to begin listening, which will lead to sharing and, finally, connecting."
"With social media most often driven from the top, and so many options to choose from, it is important that executives have a system in place to figure out what is working or not working to advance the corporate goals," Paine said. "Haphazard use of social media, like posting without regular, consistent monitoring, is not only an ineffective use of resources, but also misses a fantastic opportunity to engage with customers on a personal level."