Technology companies are not engaging with their social media audiences; with Facebook usage, twitter and Google+ engagement declining.
The findings are part of a study by tech PR agency EML Wildfire. It was found 42 per cent of companies studied had a Google+ account, but 57 per cent of those were no longer active, while customer engagement on Twitter fell by 24 per cent.
The study – which analysed the social media activity of the Deloitte Fast Tech 50 – revealed Facebook usage by both B2B and B2C brands has decreased over the last year. However there has been an increase of B2B brands with a presence on the site; the percentage of B2B and B2C Facebook accounts stood at 32 and 100 per cent respectively in 2010, this has narrowed to just a 17 per cent gap in two years.
Danny Whatmough, director of digital strategies at EML Wildfire, said, “We’ve noticed a change in the conversation around social media in the last year. Technology companies know they have to be active on social media, but they are often unsure about the best way to go about it. Deciding where to be active, identifying the right content to produce and ensuring internal processes are in place are now the main challenges.”
The full results of the research can be downloaded from here.
