Although 90% of tech brands have a presence on at least two social networks, they are failing to make the most of opportunities for customer engagement, with many failing to respond to tweets and comments.
Wildfire's 'Putting the 'social' back into social media' report looks into the social media activity of the Deloitte Fast Tech 50, finding that not enough brands are having two-way conversations with followers.
Twitter was the most popular network, used by 74% of the 50 tech brands, 72% used LinkedIn, 20% had a presence on Facebook, and just under half had a blog.
However, too many brands are using their social network presence to push put marketing messages and content, rather than taking the opportunity to listen and respond to customers.
Tech brands on Twitter
Twitter is the most popular social site for tech brands, but it is one way traffic for many of them.
The report found that the majority were tweeting news (46%) or industry insights (52%). This would be fine if balanced out by more social tweets, but this isn't the case for most brands.
Just 3% of the tech brands' tweets were retweets, and only 12% were replies. Amazingly, 43% of brands had never even replied to a tweet.
However, there were a few brands that were using Twitter to its full potential, and Glasses Direct was one brand picked out as a best practice example.
It tweeted five times a day, but most importantly, the company uses its Twitter presence to be social. 82% of its tweets were replies either responding to customer enquiries or engaging in dialogue with followers.
Tech brands on Facebook
Fewer brands in the Deloitte Top 50 had a Facebook presence; just 40% had a Facebook presence and on average they posted five updates a week. 24% had managed to build an active community, with the average Facebook fan page having 164 fans.
A number of tech firms, despite taking the effort to launch a Facebook page, were actually ignoring feedback from users. While 66% of Facebook pages received comments from users, 75% of these companies failed to reply to comments left.
B2C brands were more likely to have a presence on Facebook, and one of these was chosen as an example of how to get it right. Lovefilm uses its Facebook page to actively engage with customers, and posts videos and competitions, and stimulates discussions with followers. It also uses Twitter in a similar way.
Social media offers a great opportunity for companies to engage with their customers, present a more human face to the brand, gather feedback from their audience, and build a following, yet many in this report are only doing half a job.
These brands need to do more than simply have a presence on social sites. In fact, by having a presence and not taking the opportunity to engage and reply to tweets and comments, they may be doing more harm than good.Putting the 'social' into social media