Half of the companies trust their presence in Facebook to the communication department

Only 12% of companies hold contests to promote their presence on Facebook, although more than twice believed to be the most effective way to promote their presence in the social network

According to the data of a survey carried out by AxiCom -a global communication firm specialized in clients of the IT sector and that has an area specialized in social networks- among communication and marketing directors of technological companies with a presence about their corporate presence on Facebook, Communication departments are the main managers (50%) of managing this new communication channel in most companies. 32% of respondents indicated that this responsibility falls on the Marketing department. In addition, 2% highlighted that it is currently supported by an external provider to lead these initiatives.

“Many communication and marketing managers consider it positive to have a corporate presence on social networks, but there is still some ignorance and a lot of prudence about how to do it correctly,” says Mónica González Ortín, country manager of AxiCom. “Social networks offer a series of very interesting possibilities from the point of view of direct communication between companies and users, but the initiatives of the company in these channels must be thoughtful and coherent, combining their possibilities with those of the media and channels traditional, integrating these initiatives into the global strategy and, above all, so that they provide added value to the user by offering quality content and promoting their participation. ”

The survey, carried out among 75 companies of different sizes and types, also yields interesting results in terms of the attitude of companies regarding social networks. 37% of the companies surveyed already have presence in social areas, while four out of ten respondents (42%) say that their company plans to invest in social networks in the short term, since they consider it an important communication channel.

Of the companies that claim to have a Facebook presence, half (48%) claim to have a fan page, while 19% use personal profiles to be present in the social network. “This data points to the lack of knowledge that still exists regarding the correct approach to develop the corporate activity successfully in the social network”, adds Mónica González Ortín. The community pages (10%) and the groups (7%) also make up some of the options chosen by the companies in this case.

The survey reviews, finally, the most used tools to publicize the presence of the company on Facebook. The frequency of updating content stands out as one of the most divided points, with a quarter of the companies (27%) that perform weekly updates, a quarter (23%) that make updates every three days and another quarter (23%) They update their states once a day.

As for the most used tools to publicize the fan pages, 27% of respondents stressed that conducting contests is one of the most effective tools to publicize the corporate presence on Facebook, a figure that contrasts with 12% of companies that usually use this type of tool to promote their presence in the social network. Create events (26%) and post photos and videos (26%) are the main strategies of the companies when trying to attract new fans, well above the 15% obtained by the use of Facebook Ads. -Which, on the other hand, remains as a second option when evaluating the effectiveness of the tools to be known on Facebook, with 20% of responses-.

Leave a Reply

Your email address will not be published. Required fields are marked *