German companies are not utilising social media networks effectively, with just 47% of companies having established a social media presence, according to a study by professional services firm Randstad Gruppe Deutschland.
Particularly smaller companies and retailers haven’t tapped into the opportunity that social media could offer. Among one of the core benefits of social networks is that they offer small companies creative ideas and a well-designed platform to address customers from. Audience reach is also simplified as Facebook and Co offer extensive targeting options.
The survey found that among companies with fewer than 50 employees, just 49% utilised social networks. Social network adoption grows with company size as 71% of companies with over 500 employees have an established social media presence.
Sebastian Seyberth, Social Media Expert at Randstad Deutschland, explains that reasons for the lack of adoption include the absence of a clear digital strategy.
“Business leaders aren’t always convinced that social media can deliver or they don’t know how to utilise them productively. However, all companies irrespective of their size or industry could benefit from a well-thought out social media strategy.”
The study noted that social media adoption in Germany varied by industry. For example, just 45% of companies in processing used a social network presence, whilst two-thirds of retail and service companies were using Facebook and other platforms.