Around the web in social media marketing
(Guardian Web Via Acquire Media NewsEdge) A report on Twitter and the FTSE 100 from Battenhall looks at how the UK's largest companies use social media. "Analyst firm Gartner says that 74% of consumers rely on social media for purchase decisions … Many businesses appear to be burying their heads in the sand however.
In our research, we found that 12 companies in the FTSE 100 do not use Twitter at all. Of the 88 that do, seven have never tweeted, four have not tweeted at all this year but were active once, and 61 do not have verified accounts."
That said, as the report observes, it is the business-to-business companies that tend to be least active on Twitter. Is there any value in social media for, say, The Weir Group - an engineering business which according to the report is not on Twitter at all?
The most influential of the UK's top companies on Twitter is Next, apparently, followed by Burberry, Marks and Spencer and ITV.
Looking for a quick primer on how to handle social media? You could do worse than these 80 tips from Jeremy Waite, a social strategist at Adobe.
Here is one to ponder: "If you are a brand and you don't want to see financial results from your social media activity, chances are you completely wasted your money."
Finally, Ford social media head Scott Monty
observes that today context, not content, is king. He references The Age of Context by Robert Scoble and Shel Israel:
"They set it up by identifying the five forces in play: social, mobile, data, sensors and location. This isn't some futuristic Space Odyssey with computers with artificial intelligence; this is what we're living in right now - even if the dots aren't completely connected yet."
Spot the sly reference to privacy issues at the end.
(c) 2013 Guardian Newspapers Limited.
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