1. Visibility and Social Media
Monitoring study of
Belgian companies
Survey Results
August 2010
Mic Adam
Vanguard Leadership (c) – August 2010
2. Introduction
• Social media for business is a hot topic
• Key questions:
• Are companies present in social media?
• How visible do thy make they presence?
• Do companies monitor their social media
accounts?
• Do they engage their audience?
Vanguard Leadership (c) – August 2010
3. Research method (1)
• Visibility of companies
• 540 companies analyzed
• BEL-20 companies
• Trends Gazellen
• Brussels – Large companies
• Antwerp – Medium sized companies
• Miscelaneous companies (large and small
geographically spread all over belgium)
• Company websites were visited and checked for
links to social media profiles
• Inventory of social media profiles through various
search engines and tools including platforms
themselves
Vanguard Leadership (c) – August 2010
4. Research method (2)
• Social Media Monitoring
• Twitter
• Facebook
• LinkedIn
Vanguard Leadership (c) – August 2010
5. Some Statistics
• Facebook 500 million, Twitter 150 million and
LinkedIn 75 million
• In Belgium LI has +/-800K members, FB 3.5M
and Twitter +/-100K users
• In Belgium there are
• +/-4.500 companies represented in LinkedIn
• No specific numbers are available for Facebook or
Twitter
Vanguard Leadership (c) – August 2010
7. Social Media Presence
Not Present
29%
Present
71%
Social Media Presence = have a profile on at least one SoM
platform
Vanguard Leadership (c) – August 2010
8. Social Media Visibility
on company website
Yes
25%
No
75%
1 in 3 on companies with
social media profile
1 in 4 on ALL companies
Yes
35%
No
65%
Vanguard Leadership (c) – August 2010
11. Twitter Monitoring
• Step 1: Generic Tweet requesting acknowledgement
• Step 2: Request for specific & relevant information
• Step 3: File a complaint about not listening
Reply
45%
No Reply
55%
Vanguard Leadership (c) – August 2010
12. Twitter Monitoring
Conclusions:
• Only 45% of the companies replied!
Reasons why not responding:
• Dormant name – claimed for future use?
• Not really used – it is someone’s toy?
• Only used to shout AT the world, not engage
Vanguard Leadership (c) – August 2010
13. Facebook Presence
18% 20%
19%
43%
• 20% - Page only: Just claimed page (no fans/No posts)
• 43% - Starter: a few fans and limited amount of posts
• 19% - Advertizers: Fans but only outgoing posts
• 18% - Conversationalists: Fans and posts from company and fans
Vanguard Leadership (c) – August 2010
14. LinkedIn Monitoring
Aspects of interactivity
• Companies & people following companies
• Status live update follow
• Comments on discussions
• Replies to Questions & Answers
• Poll votes
Vanguard Leadership (c) – August 2010
15. Companies in LinkedIn
Overview
70%
60%
50%
40%
30%
20%
10%
0%
1-10 11-50 51-200 201-500 501-1000 1.001-5.000 5.000-10.000
Reflects belgian business landscape
Vanguard Leadership (c) – August 2010
16. Followers of company
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
5K-10K 51-250 1-10
Remarks:
• Large companies: few employees follow their company
• Medium sized companies: evenly spread
• Small companies: in line with size Vanguard Leadership (c) – August 2010
18. Conversations in LinkedIn Groups
1% 1%
5%
15%
78%
No comment 1-5 comments
6-20comments 21-50 comments
50+ comments
• Out of 78% uncommented discussions is about 4 out 5
• Link to article or website
• Event announcement
• Advertizing service or product Vanguard Leadership (c) – August 2010
21. Conclusions
• Companies are only getting their feet wet..
• Socil media is not really part of the company
and marketing strategy
• Some companies might be monitoring social
media but most are certainly not engaging
their customers.
Vanguard Leadership (c) – August 2010
22. Recommendations
Visibility
• Add social media links to your website
Twitter
• Use a representative and easy to find name
• Give followers a reason to follow you
Facebook
• Post regularly but not too commercial info
• Engage your audience
LinkedIn
• Have a company profile people can follow, including
your employees
• Create and moderate good discussions
Vanguard Leadership (c) – August 2010
23. Recommendations
Before you get started:
• Create social media awareness for all employees
(not just for marketing)
• Create inventory where audiences, employees,
clients and markets are
• Create and implement a social media policy
When you are up and running:
• Integrate social media into the company’s strategy
• Commit resources (people, money and time) to
implement social media
• Monitor your social media accounts
• Engage your audience Vanguard Leadership (c) – August 2010
24. About Vanguard Leadership
Vanguard Leadership is a Social Media Policy Consultancy company
that focuses on helping companies and individuals protect their
reputation in social media by
• Providing awareness presentations about social media
• Creating social media inventories
• Creating and implementing social media policies
• Providing customized trainings and workshops
• Providing social media monitoring in an outsourced model.
Vanguard Leadership also provides specific training and monitoring
solutions for companies taking them “from a professional profile to
an efficient social media strategy.
Vanguard Leadership (c) – August 2010
25. Contact details
Mic Adam
Social Media Policy Creator
General Manager
Vanguard Leadership
Website: www.vanguard-leadership.be
Blog: http://micvadam.wordpress.com
Email: adammic@vanguard-leadership.be
Phone: +32 478 50 41 35
Skype: micvadam
Address: Jan Vanlooylaan 63
B-8670 Koksijde
Belgium