Development of a social media strategy
Posted: Sat Jan 18, 2025 6:36 am
What threatens - and this is one of the most important conclusions of the study - is a massive risk of fragmentation: with more and more new social media channels and at the same time professionalisation and higher expectations of the users, more and more resources have to be put into the use of the channels. Companies are therefore advised to get involved where the quality of implementation and the target group can meet and where there is a good match. not to embark on more and more social media adventures.belgium telegram The presumed coolness of a channel rarely translates into applicable KPIs. For the first time - at least among German B2B companies - the use of social media channels has dropped from 95.7 to 92.9 percent. Austrian companies have now overtaken German ones: of them, a remarkable 95.1 percent use social media in 2019.
Resource issue The fact that social media has meanwhile evolved from a sideline channel and mere distribution tool for existing content into a real medium is also shown by the reasons why companies do not engage with social media: 56.6 percent stated in the latest study that they have too few resources for social media. In 2018, the figure was 47.4 percent. In 2019, a whopping 58.8 percent of respondents said they spent too much time on social media, compared to 42.1 percent in 2018. At the same time.
However, the number of those who assume that social media is incapable of contributing to the success of a company is also falling: from 39.5 percent in 2018 to only 26.4 percent. At least among Austrian companies, LinkedIn is in the process of replacing Facebook as the primary platform: 71.8 percent of domestic companies use the Microsoft platform - an increase of more than twelve percent compared to 2018.
Facebook is used by 72.8 percent, a weak increase of 3.5 percent. In both Germany and Switzerland, on the other hand, LinkedIn has moved to the top of the channels. Less day-to-day business Although agencies are becoming a partner for many companies in the development of a social media strategy, in day-to-day business companies tend to rely on their own expertise: while in 2018 more than 41 percent of the companies surveyed still entrusted agencies with the implementation of campaigns, in 2019 this figure is only 28.6 percent.
Agencies are now also much less involved in the conception of guidelines. So it's quite possible that companies have now sufficiently staffed their marketing departments with appropriately trained personnel and that outsourcing may no longer be so necessary in day-to-day business.For a while it looked like they would be no more than an episode in the book of media tangles. But now they are everywhere again: on packaging, on posters, in magazines, even integrated into the social network of your choice. QR codes have become the basic inventory of marketing. It just depends on the context of use whether it works for you or not. Actually, one should be able to assume that an online retail giant with around 2.8 billion visits per month can be reasonably sure that it does not necessarily need offline media channels. But just before Christmas 2018, Amazon showed that the essence of disruption does not have to lie solely in the breathless adaptation of new technologies, but rather in the field of action between technology, customers and their presumptive behavioural patterns. In November 2018, Amazon sent a printed catalogue of toys to millions of US households. Prices were not to be found in it - they change online too often - but a QR code was printed for each product, which led directly to the product page in the Amazon app and, of course, to the one-click button for buying Marvel figures or Disney princesses. The fact that Amazon took the opportunity to rename the QR code "Smilecode" was not a problem.
Resource issue The fact that social media has meanwhile evolved from a sideline channel and mere distribution tool for existing content into a real medium is also shown by the reasons why companies do not engage with social media: 56.6 percent stated in the latest study that they have too few resources for social media. In 2018, the figure was 47.4 percent. In 2019, a whopping 58.8 percent of respondents said they spent too much time on social media, compared to 42.1 percent in 2018. At the same time.
However, the number of those who assume that social media is incapable of contributing to the success of a company is also falling: from 39.5 percent in 2018 to only 26.4 percent. At least among Austrian companies, LinkedIn is in the process of replacing Facebook as the primary platform: 71.8 percent of domestic companies use the Microsoft platform - an increase of more than twelve percent compared to 2018.
Facebook is used by 72.8 percent, a weak increase of 3.5 percent. In both Germany and Switzerland, on the other hand, LinkedIn has moved to the top of the channels. Less day-to-day business Although agencies are becoming a partner for many companies in the development of a social media strategy, in day-to-day business companies tend to rely on their own expertise: while in 2018 more than 41 percent of the companies surveyed still entrusted agencies with the implementation of campaigns, in 2019 this figure is only 28.6 percent.
Agencies are now also much less involved in the conception of guidelines. So it's quite possible that companies have now sufficiently staffed their marketing departments with appropriately trained personnel and that outsourcing may no longer be so necessary in day-to-day business.For a while it looked like they would be no more than an episode in the book of media tangles. But now they are everywhere again: on packaging, on posters, in magazines, even integrated into the social network of your choice. QR codes have become the basic inventory of marketing. It just depends on the context of use whether it works for you or not. Actually, one should be able to assume that an online retail giant with around 2.8 billion visits per month can be reasonably sure that it does not necessarily need offline media channels. But just before Christmas 2018, Amazon showed that the essence of disruption does not have to lie solely in the breathless adaptation of new technologies, but rather in the field of action between technology, customers and their presumptive behavioural patterns. In November 2018, Amazon sent a printed catalogue of toys to millions of US households. Prices were not to be found in it - they change online too often - but a QR code was printed for each product, which led directly to the product page in the Amazon app and, of course, to the one-click button for buying Marvel figures or Disney princesses. The fact that Amazon took the opportunity to rename the QR code "Smilecode" was not a problem.