Oct

Dutch companies on social media

Although the focus of our research is social media analytics, how companies approach social media in their marketing activities, is still the basic question.

Various comparative researches are stating that the Netherlands is behind on using social media for marketing, compared to other countries like the UK and US. Companies in the Netherlands see social media only as an additional channel to use for promotion or communication. That is why they use it in combination with traditional activities and channels (for example TV, Radio, newspaper, outdoor, online advertising etc.)

Here is what we found out:

Participants in our research say they are mostly combining social media communication with their website or blog activities for sharing content.
Small companies in the Netherlands are the most active on social media, mainly on the three most popular channels Facebook, Twitter and LinkedIn.
Mid-size companies are still adapting to these new media and are not so active on it.
Big companies and brands have difficulties to adapt but they are active and using wider range of channels for their marketing (including YouTube for example).
Most social media active companies are from the marketing and communication, media, events and entertainment and non-profit sectors.

No matter, if Dutch companies actively use or are still adapting to social media, they think it is an important aspect of their marketing and communication strategies.

That is why the value of social media per company should be discovered and proved.

Are you using social media for promotion, communication or other marketing activities? Which social media channels do you use and how active are you on them?