- Leads United
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Communications consultancy Leads United researched the use and knowledge of social media in Belgian organisations
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| Language | English |
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| Sectors | ICT, Telecom and internet Media and communication |
Aartselaar, 30th June 2008 – The communications consultancy Leads United today announces the results of their social media-survey, examining the use of blogs, RSS feeds, videocasting, podcasting and wikis (also known as ‘social media’ or ‘Web 2.0’) in the context of business communications. The research shows that these tools are still not used in the communication strategy, and that almost two third (64%) of the respondents do not recognise its true potential at this point in time.
In 2007, Leads United researched the attitudes of 70 communications professionals working in Belgium for consumer companies, IT businesses and both local and national government departments in relation to blogging. The survey was repeated this year between 21st April and 30th May with an expanded scope to include Web 2.0 tools, such as blogs, RSS feeds, videocasting, podcasting and wikis. These tools, also known under the collective term of ‘social media’, are having a growing impact on traditional business communication and on the profession of communications managers. The main results of the 2008 survey show:
- Only 24% of respondents use RSS feeds
- Only 1.4% are active wiki users
- The implementation of blogging guidelines has risen from 4% in 2007 to 20% in 2008
- When speaking about strategically applying social media tools, it is seen in this order
- External communications
- Internal communications
- Crisis communications
RSS feeds: the biggest potential, but only limited implementation
RSS feeds enable content (text, photos, videos, or a mix of those) to be distributed automatically. Communications professionals can also use them for basic monitoring and issues tracking. Respondents of the survey recognise the potential and attribute the greatest potential to RSS feeds, with 48% of respondents convinced of the opportunities they provide. Despite this, the actual number of respondents who use RSS feeds is only half that level, at 24%.
Wikipedia effect drives popularity
Leads United inquired about the popularity of the different tools. Wikis (webpages on which any user can alter the content) are the most popular social media tool, with 46% of respondents indicating that they use them regularly. The popularity and ease of access to Wikipedia are behind this result, because only 1.4% (just one respondent) said that they actively use wikis as part of their business communications.
The other social media tools are much less popular for internal and external communications:
- Social networks – 37% are active users
- Blogs – 27% are active users
- Videocasts – 20% are active users
- Podcasts – 14% are active users
The overall potential of social media tools is estimated by the majority (64%) of respondents as moderate to low. Several communications professionals believe there is a lack of practical applications for social media, others have serious doubts about the return on investment. This means they show a tendency to stick with traditional communications methods for the time being.
Social media tools considered less suitable for crisis communications
57% of respondents believe that social media are particularly well suited as a channel for external communications. However, the use of social media during a crisis is less well known, as only 10% of respondents indicated social media can be used in this context. Communications professionals continue to prefer working with familiar traditional media, while social media can play a major role in preparing for, and during, a crisis.
2007 vs 2008: implementation of blogging guidelines up slightly
This year, Leads United broadened the scope to include the social media policy of the organisation while last year, the communications consultancy only researched the presence of blogging guidelines. This year, 17% of respondents indicated that they have set up guidelines dealing with the use of social media.
While in 2007 only 4% of the companies surveyed had specific blogging guidelines, research in 2008 shows that this number has raised to 20%. Analysis indicates that it are mainly international companies with an office in Belgium that are involved in developing a social media policy.
Comparison with last year shows that the use of blogs for business purposes remains more or less steady: in 2007, 25% of respondents are regularly reading or writing blogs, while this year it was 20%.
The term ‘social media’ unknown and unloved
One final conclusion: the term ‘social media’ appears not to have caught on at all with communications managers. 68% of respondents stated that they were not aware of the term ‘social media’. However, after giving them a short description of the concept, it became clear that the respondents were in fact familiar with the various tools of social media (RSS feeds, wikis…); it is just the term in itself that is relatively unknown and tends to create confusion.
Perceiving clear business uses for social media is not confined to Belgium or Europe. Philippe Borremans, managing director of Blackline recently co-chaired with IAOC President Don Dunnington a discussion panel on social media at the International Association of Online Communicators (IAOC) Summit Conference of educators and practitioners. Held in Reykjavik, Iceland June 12-13, the conference brought together university educators and online communications practitioners from Europe and the United States.
“We had presentations from professors who teach and study online communications and practitioners -like Philippe- who are on the leading edge of developing the profession,” Don Dunnington said. “In our panel discussion, there was consensus that social media acceptance for business use is not just a problem for the older generations. Young people who spend hours in personal online social networks often fail to make effective use of these tools in their professional lives.”
Don Dunnington observed “There is a tendency for young people to treat social media as a toy. We have all seen horror stories of how a carefree (or careless) attitude in using online media among friends can come back later to do real damage.” In looking at the data from this study, Don suggested that perhaps we have adopted unfortunate names for some of these tools. “‘Wiki’ does not sound serious and ‘social media’ sounds like something you engage in with friends after working hours,” he said. “As your research suggests, I think we are seeing more people using Web 2.0-tools for business without knowing they have graduated from Web 1.0.”
SummerCourse on RSS feeds
“From all the findings in the survey, we were most surprised by the low implementation of RSS feeds by communications professionals,” said Dian Wahlen, Managing Director of Leads United. “RSS feeds are in fact a simple tool to perform basic online monitoring, pre-empt possible crisis situations, and automatically syndicate information over the web.” To stimulate awareness of RSS feeds, Leads United has added a SummerCourse to its offering. Two sessions, scheduled for 30th July and 20th August will feature social media specialist Philippe Borremans, managing director of Blackline, who will be giving practical tips about using RSS feeds effectively in business communications.
About Leads United
Leads United is a communications consultancy with a clear goal in mind – placing the brands, ideas and activities of our clients in the thoughts of their target audience and keeping them there. Leads United was established in 1993 and currently has 22 employees. Our core activities are (new) media relations, internal communications and crisis communications in the most divergent sectors.
Leads United uses different international PR networks to reach a global target audience for its clients. Leads United is a full member of international PR network ECCO, which brings together independent PR- and marketing communications agencies. More info on www.leadsunited.com.
About Blackline
Blackline is a social media agency with a serious public relations background & with a focus on public, private and non-profit-making organisations who wish to engage with their online audiences. The agency advises on the use of social media such as blogs, wikis, podcasts, videocasts and social networks in the context of external, internal and crisis communications. The agency offers consulting, hands on training & project management. More info on www.blacklineblog.com.
For more information, please contact:
Philippe Borremans – Blackline
Mastboomstraat 8
2630 Aartselaar/Antwerpen
Tel.: + 32 3 871.93.30
E-mail: philippe@blacklineblog.com
Skype: philborremans
Website: www.blacklineblog.com
Dian Wahlen - Leads United
Mastboomstraat 8
2630 Aartselaar/Antwerpen
Tel.: + 32 3 466.01.88
Fax: +32 3 466.01.80
E-mail: dian.wahlen@leadsunited.com
Website: www.leadsunited.com