Three quarters of senior business leaders in Ireland have a Facebook account, and 50% are on Twitter, according research published today by Irish law firm, McCann FitzGerald – the research was conducted by Amarach Research.
The survey was a telephone survey of 250 business leaders in Ireland – organisations represented included were from SME’s including micro businesses, through to large corporates and is part of a corporate trends report (see the bottom of this article for the full report).
The report which also includes information about revenues derived from online sales with 47 percent of the businesses surveys not enjoying the business opportunities of ecommerce. What is not clear is the percentage of organisations included in the survey who are service based business who may not yet have considered how to take online bookings or have not productised their offering.
Only 25 percent of the businesses included in the survey reported that they saw social media as relevant for their business which suggests to me that there is still a lack of understanding of how social media can deliver business benefits.
For example when the respondents to the McCann Fitzgerald survey were asked to comment on the ways they thought that social media was relevant they key response was for ‘advertising a brand or product’. There is no reference to the importance managing online reputation or crisis management. And only 6 percent considered social media as a relevant networking tool and 13 percent noted it as a sales channel.
Research participants reported on their own use of social media and research reports:
– 37 percent log into Facebook on a daily basis with 26 percent not having an account
– 14 percent log into LinkedIn daily and 28 percent do not have an account
– 15 percent log into Twitter on a daily basis and a signifiant number of 50 percent fo not have an account.
The press release I received that accompanied the infographic about the report stated that 22% of the business leaders access GooglePlus on a daily basis.
You can access a download of the full McCann Fitzgerald report from their website (PDF) here. Thank you to Wilson Hartnell PR / Ogilvy Ireland for the details of this study.
As with all research I encourage you not to consider these ‘absolute measures’. Use the research as a guide and of course the platforms you decide to use for your own business will depend on your business sector, strategic objectives and the resources you have available.
If you are interested in trends and technology relating to using social media and visual content in your digital communications to support your business goals, make sure that you register for my free Visual Content Marketing Show.