In our latest report, eMarketingConnected lifts the lid on the social media habits of Australia’s largest 500 organisations, providing a benchmark for organisations across the country still struggling to come to grips with how to use their social media channels.
Social media might be a hot topic, but this report is the first of its kind in Australia. Comprehensive and broad, the report takes a long, hard look at the realities of social media usage in top Australian businesses. Each organisation studied was analysed against more than 40 points of data, including such metrics as the number of followers, volume and type of updates, engagement levels and what they are using social media for.
Underpinning this research is a timely drive to understand how Australian brands are using social media, which social media platforms they use and what the results have been in terms of consumer engagement.
Surprisingly, despite social media being an important part of integrated marketing for many organisations, less than half of the largest Australian organisations are using each of the social channels studied—Facebook, Twitter, LinkedIn and YouTube. In fact, only 12% of the 500 organisations studied use all four of these social networks and 31% are not using social media at all. Of the organisations using the four networks, the most popular with followers are Telstra, Optus, Qantas, Virgin Australia, Myer, Monash University and the University of Sydney.