Companies’ social media behaviour

25 November 2018

This article was featured in the December 2018 / January 2019 issue of the magazine.

A recent report by ReportLinker analyses the social media behaviour of companies 

The report, which looked at companies across Europe with over 250 employees and presents country rankings, can be found here: 

The top purposes for which large companies use social media are:

  •  promoting products or their image

  • for customer service

  • recruiting employees

  • involving customers in development or innovation of goods or service.

The top European companies where social media is used to promote a product or their image are located in: Cyprus (69%); Sweden (62%); The Netherlands (61%); Finland (60%); Iceland (58%). Romania ranks last (20%).

When it comes to customer service (obtaining or responding to customer opinions and reviewing their questions): the UK is fifth (45%); France 24th (24%); with Luxembourg last (14%).

Enterprises also turn to social media for human resources purposes. When recruiting new employees, The Netherlands leads the way (55%); followed by: Norway (49%), Belgium (44%), Sweden (43%), and Finland (41%); with Slovakia (10%) in last place.

When involving customers directly in the innovation or development of a service or goods the leading EU nations remain approximately the same: Cyprus ranking first (41%); The Netherlands (32%); Finland (30%); Sweden (25%); and the UK (24%). In contrast, only 5% of large employers in Hungary use social media in this way.

Instant messenger and chat services play major roles in company communications. Earlier in 2018, ReportLinker found that 43% of respondents use instant messaging applications at work, with 71% of employees in the tech industries relying on the application. In international companies, it’s used by 62% of the workforce.