Emma Barnett, Telegraph.co.uk
Unsurprisingly, these figures ran into the millions. We were then shown how music companies use Facebook and Twitter to “reach out” to fans. This “reaching out” was either via a Twitter feed manned by the artist, or through Facebook fan pages used to promote the musician’s latest material.
It was all pretty elementary stuff, not the high-level insight I was after. However, what became apparent is that companies’ activities on Facebook and Twitter rarely amount to anything other than marketing the brand. By and large, these leading social sites are not really being used to actually help businesses function better, interact on a smarter level with customers and drive new business.
Authors Anthony Bradley, group vice-president at Gartner (NYSE: IT – news) research, and Mark McDonald, group vice-president and head of research at Gartner Executive Programs, spoke to 400 companies about how they have used social media and social tools to enhance their businesses. Ford (NYSE: F – news) , NASA and Barnes & Noble (Dusseldorf: BAR.DU – news) were a few of the companies they spoke to.
Bradley said businesses using sites such as Facebook and Twitter could only enjoy the limited benefit of marketing themselves rather than transforming their businesses via their platforms.
“Facebook is very limited in what it can offer businesses beyond marketing opportunities,” he said. “It’s a great funnel to a business’s own community and website. It gives companies a target audience but without a purpose around which to galvanise people for instance, Barnes & Noble have around 600,000 ‘likes’ on Facebook, but where’s the engagement?
“Businesses need to figure out how to use the power of social interaction to encourage mass collaboration from both their employees and customers, to get some amazing results that go beyond the marketing benefits social media brings.”
Read the full article at telegraph.co.uk