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BizReport : Social Marketing : July 19, 2013

22% of top Australian firms have zero social media usage

Small businesses in Australia are embracing social media as part of their overall marketing strategy but new figures released this week reveal that many of Australia's biggest businesses have yet to see the light.

by Helen Leggatt

Earlier this year, Australian financial services firm, Bibby, released its latest Bibby Barometer small business survey and found previous social media success is driving more and more firms to adopt social media strategies.

Almost two-thirds of businesses (65%) surveyed reported social media has helped business growth over the past year. The majority are using social media to raise brand awareness and acquire new customers, while 40% use the channel to generate new sales and 44% take advantage of networking opportunities.

A third of businesses said social media helped improve customer service and 22% used it to recruit new staff. Business confidence in the ability of social media to drive customer acquisition and sales has led to 78% of the firms surveyed by Bibby to plan more investment of time and resources in the channel over the next 12 months. Around half of those intend to use major channels such as Facebook, Twitter, and YouTube.

australia social media.pngHowever, the latest ASX200 Social Media Report from business researcher BRR Media reveals that more than a fifth (22%) of Australia's biggest firms aren't embracing social media.

Sixty-one percent of the ASX200 businesses have increased social media use over the past twelve months across platforms such as Facebook, Twitter and YouTube.

But still, just 59% of the companies rated social media as either 'important' or 'very important' to their sector, while 7% believe it is of no importance whatsoever.

Of those businesses in Australia that are using social media, LinkedIn is the most-widely used (58%), primarily for recruitment. Twitter is in second place, with 47% of companies having an active presence. YouTube is the fastest growing.

Image via Shutterstock

Tags: Australia, marketing strategy, SMB, social marketing, social media

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