​Hootsuite report reveals Australian companies struggle with social media content creation

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in