Lack of resources to monitor social channels seen as a hurdle to many,
according to a SAS Canada Survey
TORONTO, Aug. 30, 2011 /CNW/ - Only 17 per cent of Canadian companies
post to social media sites regularly and often monitor for corporate
mention. While 30 per cent of executives interviewed said their company
posts to social media sites at least several times a week, only three
in five of those often monitor social media conversations. These are
just some of the findings in a SAS / Leger survey of 1,000 Canadian
executives at mid-sized and large organizations conducted earlier this
"While the majority of Canadian companies are engaging in social media,
most of them aren't combining the two fundamental pillars - posting
information and monitoring what people are saying - with enough
frequency to build lasting relationships with their customers," said
Katie Delahaye Paine, CEO, KDPaine & Partners.
Thirty per cent of executives surveyed said their company often monitors
for corporate social media mentions. For those that don't actively
monitor for mentions, half of them (49 per cent) cited a lack of
resources as the reason they aren't doing it more often.
"Most executives understand that social media can impact their business,
but they perceive the cost of engagement to be prohibitive," said Lori
Bieda, Executive Lead Customer Intelligence, SAS Americas. "A great
place to start, however, is automating the monitoring process by using
advanced analytics software tools to begin listening, which will lead
to sharing and, finally, connecting."
A quarter of respondents (24 per cent) said social media strategies and
tactics are driven by the CEO. Twenty-one per cent said efforts are
driven by the director of communications, while 18 per cent cited the
chief marketing officer as the corporate social media lead.
"With social media most often driven from the top, and so many options
to choose from, it is important that executives have a system in place to figure out what is working or not working to
advance the corporate goals," Paine said. "Haphazard use of social
media, like posting without regular, consistent monitoring, is not only
an ineffective use of resources, but also misses a fantastic
opportunity to engage with customers on a personal level."
Thirteen per cent of those surveyed said their company does not engage
in social media at all because it is viewed as a waste of time and
17 per cent said their company often monitors for corporate social media
mentions and posts to social media sites at least several times a week
33 per cent said employees use personal social media accounts to mention
company events, news, etc.
14 per cent said their company posts to social media channels more than
once a day, yet a quarter of those don't often monitor for mention
10 per cent of executives said their company monitors for mentions but
seldom, if ever, posts to social media sites
5 per cent of execs said their company posts to social media sites at
least once a week yet seldom, if ever, monitor for mentions
About the Survey
The online survey was conducted for SAS Canada by Leger Marketing, the
largest independent Market Research Company in Canada, between January
6th and January 27, 2011 with a representative sample of 1,000 senior-level business
decision makers. Large organizations are defined as having more than
500 employees, mid-sized defined as having between 50 to 500 employees.
This method simulates a probability sample which would yield a maximum
margin of error of +/-3.1%, 19 times out of 20.
SAS is the leader in business analytics software and services, and the largest independent vendor in the
business intelligence market. Through innovative solutions delivered
within an integrated framework, SAS helps customers at more than 45,000
sites improve performance and deliver value by making better decisions
faster. Since 1976 SAS has been giving customers around the world THE
POWER TO KNOW®.
The Canadian subsidiary of SAS has been in operation for 23 years.
Headquartered in Toronto, SAS employs 263 people across the country at
its Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Quebec
City and Montréal and offices. www.sas.com
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© 2010 SAS Institute Inc. All rights reserved.
SOURCE SAS Canada
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