The social media platform’s recent survey shows businesses are not leveraging social media channels to their full potential
The most pressing challenge for businesses using social media is content creation, a recent report by Hootsuite found.
The survey, which included more than 100 executives and management from various industries found the main challenges to be content creation, social media measurement and content distribution respectively across multiple social channels.
When asked about the top three objectives behind using social media, over 60 percent cited increasing brand awareness as the organisation’s key objective, followed by increasing brand loyalty (13 percent) and increasing sales (12 percent). The study further revealed that 87 percent of respondents recognised the competitive advantage that social media provides for their businesses, with 61 percent looking to increase social media usage moving forward.
Facebook still takes the lead as the number one social media platform (29 percent) for companies to post content, followed by Twitter (16 percent) and Instagram (15 percent).
Increasing brand awareness is the dominant key object for most organisations using social media, the report found. Meanwhile other organisations use social media mainly to increase brand loyalty (13 percent) or increase sales (12 percent).
Despite these findings, over half of the respondents said they do not actively use a social media management system, which underscores the need for more education and resources to help Australian organisations tap into the full power of social media. And while social media is a prime way to reach out to a target audience, only 1 per cent of organisations use the platforms to understand audience behavior
“Australian businesses understand the benefits and competitive advantages that social media provides, however continue to struggle with fully capitalising on this trend,” Hootsuite’s director of growth and marketing, Roger Graham said. “There’s great opportunity for companies to embed social media as a fundamental component in their marketing efforts, and Hootsuite can help in this journey.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness