Social networks are fundamental for companies and therefore for their managers. They are direct channels with which to show your work and connect with your audience. It has increased the importance of these when it comes to achieving a competitive advantage in the market. The last Barometer on Social Networks 2018 of Hootsuite collects for the first time concrete data on USA. This report collects conclusions about the use of social media in companies around the world.
One of the most interesting data about our country is that which refers to CEOs, and how little it costs to persuade them to create profiles on social networks. Also, we are the country where least concern is created by the security and control of your accounts. Beyond our borders, the most notable conclusion is that the United States has lost its leadership in Digital Transformation. Europe, the Middle East, Africa or Latin America have put their batteries in this area and are going strong. Even so, 58% of companies consider it difficult to evaluate the functioning of their campaigns on social networks.
The use of social networks in American companies
Social networks have become an interactive channel with which to reach customers, and in the day to day of every company. Either as a work tool or as an instrument to manage online reputation. In specific data, 90% of corporations use them to improve their brand image, 77% to manage their reputation, 60% as a method of customer service, 54% as a channel with which to create community and only 15% use them for internal communication.
In order of importance, the most used social networks among American organizations are WhatsApp, Facebook, Instagram and YouTube. The world ranking of use is led from the first two. As for the team assigned to its management, in 40% only one person is assigned, 23% between two and three workers and only 5% have a team of 10 people or more. In addition, it is still a task carried out mainly by the marketing and communication departments.
In future projection USA is, after the United Kingdom and Ireland, the country where the use of social networks will be increased more professionally.
Managers and social networks
As we have already mentioned, USA is the country where managers are more inclined to create a network account. But these types of profiles are often a double-edged sword for companies. Some controversial examples show the importance of a good use of these and the importance of being in tune with the communication of the corporation. Elon Musk, CEO of Tesla, was relieved of his management position and forced to pay 35 million euros for messages posted on Twitter on the company’s stock exchange.
Justine Sacco, InterActiveCorp’s communications director, was fired after tweeting racist content on a trip to Africa. On the opposite side, using them properly makes them an ideal channel to let people know who is behind a large firm. Ana has been one of the last to join, she shares messages in favor of women or in memory of athletes who have been much applauded.