Most American Companies Have Presence on Facebook

A new study conducted by InSites Consulting reveals that eight out of ten American companies are present on Facebook, a higher usage rate than comparable enterprises in Europe. In addition, 45 percent have a Twitter account, 48 percent are available on LinkedIn, and 31 percent are using YouTube.

Having a Facebook page means nothing if you don’t use it, of course. The survey found that 61 percent of American companies “listen to consumer conversations on social media,” and 83 percent “answer client questions and complaints via social media.”

Those are the good numbers. Unfortunately, just over half (54 percent) of the surveyed companies “also talk to and actively participate in online conversations with consumers.” Furthermore, the researchers point out, usage of social media doesn’t mean social media is integrated into the enterprise’s DNA. For example, according to a statement from InSites Consulting:

A mere 11% of the companies are integrating their social media approach into their overall corporate strategy while 17% are currently mid-integration. More than 1 out of 4 (26%) of the American companies are not even doing anything on social media!

The report also predicts a “digital divide” between those enterprises using social media and those that don’t. “This survey shows that companies which are already investing a lot in new media will do so even more in the future. Companies which are not investing much yet are not intending to do so.”

The survey of 1,222 managers and business owners were interviewed from companies of 20 employees or more in the U.S., Great Britain, The Netherlands, Belgium, Germany and France. A slide show of the research’s key points can be viewed here; no registration is required.

-- James E. Powell
Editorial Director, ESJ

Posted on 06/21/2012