Sensis, in conjunction with the Australian Interactive Media Industry Association, surveyed 803 Australian consumers and 1,944 Australian businesses to understand how they are using social media.
The Sensis® Social Media Report (May 2011) found that Facebook remains the most popular social networking site in Australia. It is used by a staggering 97 per cent of social networking users, and nearly two thirds (60 per cent) of all Australian internet users.
No real surprise there. But in stark contrast to those figures look at the figures from the report for business. Only 14 per cent of small businesses, 25 per cent of medium-sized businesses and 50 per cent of large businesses have a social media presence. Plus, in most cases, social media attracts less than five per cent of total marketing budgets.
It's obvious that Australians are 'into' the social networking phenomenon. However, business seems to be dragging the chain. Of course, most small business tends to resist change but there is no excuse for big business not embracing the opportunity.
With so many people using social media, the opportunities for brands are probably growing every day. But it is not a simple opportunity. Connecting with prospects and customers through social media needs lots of care.
