Less than a fifth of Canadian companies use social media effectively

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 year.

"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 effort.

Additional stats

  • 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.

About SAS
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

SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies.  Copyright © 2010 SAS Institute Inc. All rights reserved.


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