The majority of Australia's ASX top 100 companies are failing to use social media for the purpose for which it was made: to engage in meaningful conversations with their communities and customers.
While 53% of ASX100 companies are now using Twitter, only 27% are using Facebook. Less than a quarter are using both.
With 11.5 million Australians active on Facebook and only an estimated 2.2 million active on Twitter, the results suggest that risk aversion is leading large Australian companies to choose the less populated channel to ‘hide’ their social output. In pursuing the illusion of control they are forgoing the opportunity to connect with customers and stakeholders.
According to the report authors, Web Profits, of the 26 ASX100 companies that do use Facebook, many do not respond promptly to comments or criticisms. This includes some of the most popular Facebook pages, like those managed by Coca-Cola Amatil, Woolworths, JB Hi-Fi and Telstra. All four had more than 340,000 Facebook “fans”, but none had responded to any of the last 10 posts left by customers on their pages.