43% of companies use Facebook to connect globally
A third of companies with revenues exceeding $100 million each (and 43% of all companies) are using Facebook to connect with customers in local markets around the world, according to a study from Harris Interactive.
45% of companies aiming to reach customers internationally have set up social media fan pages, and 54% who did said it was effective.
By comparison, 69% have created websites, and 81% of this group said it was effective.
Only 30% had used paid media social sites, and 51% found it effective.
Obstacles cited by brand managers when using social media outside the US were:
- Tracking or measuring success (48%)
- Managing and maintaining information (45%)
- Engaging audiences (42%)
- Identifying influencers who can carry brand messages (39%)
- Keeping region and country-specific information up-to-date (32%)
Brand managers stating reasons for not using Facebook as:
- Lack of company commitment (27%)
- The need for more metrics to justify it (27%)
- The need for more education about Facebook (23%)