88% of Companies are Clueless When it Comes to Social Media
In yesterday’s article I wrote about how the web is changing dramatically, shifting away from the old model to a new, social and mobile model.
This massive shift is taking place at lightning speed.
And, guess what … companies large and small hate to have to adapt to fast-moving change. Large and medium-sized companies in particular find it hard to turn on a dime and adjust their marketing plans to the new realities online.
That said, the vast majority of companies have at least taken the first step, by creating social media profiles.
According to Harvard Business Review, 79% of companies in the U.S. are either using or planning to use social media as part of their marketing mix.
They know they have to “go where their customers are.” They have no choice. If tens of millions of people are spending more and more time on Facebook, Twitter, YouTube and other social sites, then it would be madness for any company not to have a presence there as well.
But here’s the thing …
According to the same survey, only 12% of companies feel they’re using social media channels effectively.
That’s right … 88% of companies know they’re not doing well on social media.
This represents an opportunity for online writers and copywriters that’s simply unprecedented. And, this is why, if I were starting out today, I would be all over social media. Big time.
This is like being a driving instructor in a city where 88% of the adult population doesn’t know how to drive.
Or being an accountant in a city where 88% of companies don’t know how to file their tax returns.
Opportunities like this come along once in a generation.
And, if you’re thinking these companies already have staff devoted to writing and managing their social media, think again. The same study shows that fewer than 15% of companies have dedicated social media experts on staff.
Most companies either have unqualified employees muddling along, making a hash of it, or they outsource their social media work to outside agencies or freelance contractors.
The point is, if you’re a web writer … if you know the web and you know how to write … the rise of social media represents a scale of opportunity that’s unlikely to come along again for decades.
If your interest is piqued by the scope of this opportunity, stick with me for the rest of the week. Tomorrow, we’re going to take a look at how a few smart companies are embracing social media … and what they’re up to.
In the meantime, do a little more research yourself. Go to Google and search with phrases like, “best use of social media.” Then post your findings in the comments.
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