In the fast-moving world of social media, technology and marketing, you can be excused for feeling like you are being “left behind”. There’s always another new site, social network or mobile app to assess, figure out or show off to your friends and colleagues.
Now, the majority of these come from the US – but we are seeing more of these innovative startups appearing on the local Australian scene (take for example the recent launch of Roamz).
But startups are one thing. Adopting these innovations and using them in your business is quite another.
So a couple of months back I asked for input to a survey on the BUSINESS practice of social media. I wanted to know what people were thinking and what they were doing. I wanted to understand the ROADBLOCKS and the challenges as well as the opportunities that were emerging – specifically in an Australian context.
And now the results are in – and make for fascinating reading. The use of social media appeared far more widespread than I had expected – with a change in focus and a deeper commitment in terms of budget and resources. Moreover, this commitment cuts across all business sectors and sizes – it’s not just the small business owner who is investing in social business … the pattern is repeating right up to the largest national and global enterprises.
The real challenge is seems is twofold:
- Addressing the perception gap – the difference between what and how brands use social media and the expectations that their customers have
- Demonstrating value – we clearly need to find metrics that work for our businesses. Note that this does not seem to be a roadblock to investment!
I plan on repeating this survey each six months – to map this challenging and fast changing space. Keep up-to-date by subscribing to the Social Way newsletter.