ECCO looked into LinkedIn and Twitter activities of the world's largest stock companies. CEOs prefer LinkedIn but neglect Twitter.
Social Media Switzerland 2018: 5 Learnings
1. Training: more motivation and how-to for internal opinion leaders
Social media? What, how, who, when - and why? The social media rift runs deep through companies, even where communication departments are already working in corporate newsrooms or where resources have been built up. Activities can be explained and trained internally across all function and hierarchy levels. We have conducted such trainings for many customers in the last months/years.
2. WhatsApp and Live Streaming: testing mindfully
Chat services and live streaming performed well in the study. Nevertheless, there are few practical examples. If you want to understand the channels, you have to do your own research. We know that: A test environment makes little sense - only "real life" brings real insights. You don't have to test Facebook streaming at the Annual General Meeting right away. Or WhatsApp as a CEO channel. Smaller test projects with evaluation and recorded findings can be useful.
3. Paid reach: evaluate experiences with social ads
In the mix of Paid, Owned and Earned, Social Paid gains importance. This does not make the other aspects worthless - the mix determines the success. But those who don't want to buy reach will lose relevance soon. Here, too we recommend a good mix and a gradual expansion based on concrete experiences on various channels from Facebook to Instagram to LinkedIn.
4. Content at any price: focus and reduce
Organisations still invest the most in "creating and managing content" (see chart). This ratio is not in balance. The audience has long been overwhelmed by the mass of information. This brings neither reach nor attention. Focus is in demand.
5. Finally overall view: inform and involve
Training and organisation-wide integration are neglected. If social media activities are carried out autonomously by communication or marketing, the spark hardly jumps - neither internally nor externally. Those who inform about progress, involve departments that are outside of communication (research & development, production, service, ...) and train employees will benefit.
Our study is even available for those in a hurry on YouTube
After 2016, ECCO München | relatio PR has again taken a close look at the annual reports of all German 30 DAX companies.
Ramona Zmolnig, Senior Consultant Public Affairs with ECCO Austria will support an anticorruption project of the EU Commission and Ecorys, an international consulting firm based in the Netherlands.