Facebook is the most widely used social media platform among Australia's top 500 organizations, though nearly a third do not use social media at all. Usage varies significantly by industry, with media, communications, education and retail sectors having higher-than-average adoption rates. A small number of companies in each sector dominate audiences on individual social networks, especially in media where one or two firms have large shares of followers on Facebook, Twitter, and YouTube.
2. Introduction
eMarketingConnected examined the social media activities
of 500 of Australia’s top organisations
Primary social media channels; Facebook, Twitter, LinkedIn
and YouTube.
40 points of data
3. Why Social Media is Important
• Understand consumer behaviour
• Time spent on social media has
grown rapidly
• Social ad spend expected to
continue to grow
4. Research Results
Company Use of Social Media
Company use
0% 20% 40% 60% 80% 100%
Facebook 49% • 31% don’t use social media at all
LinkedIn 41%
• 12% use the 4 networks studied
Twitter 37%
• The companies studied had more than 47
YouTube 26% million YouTube video views
• Comms, Media, Education, Finance, Retail
Brands and Wholesale brands beat the
averages
5. Research Results
Social Media Following
• Facebook is the most popular
channel by followers – over 3
times the following of all
other networks
• LinkedIn more popular with
organisations but Twitter has
almost twice as many
followers
• 7% have 80% of the following
and 26% of the total audience
6. Research Results
Share of Total Social Media Audience
• Usage of social media reflects the digital
Share of total audience - Facebook maturity of an industry sector,
0.0% 2.0% 4.0% 6.0% • Targeting consumers in their social media
Communication Services 2.1% channel of choice can be an effective
Cultural and Recreation Services 1.1% marketing approach
Education 1.2%
Finance and Investment 1.1% • Results provide an indicator to which
Food, Beverage and Tobacco 4.7% sectors are most active and have a larger
Machinery and Equipment 1.8% following
Media 3.1%
Property and Business Services 1.8%
Share of Total audience - Twitter
Retail Food 5.6%
Retail Personal and Household Goods 2.1% 0.0% 2.0% 4.0%
Textile and Clothing 5.0%
Communication Services 0.6%
Transport and Storage 3.2%
Cultural and Recreation Services 0.1%
Education 0.2%
Finance and Investment 0.3%
Food, Beverage and Tobacco 0.1%
Machinery and Equipment 0.2%
Media 2.3%
Property and Business Services 0.0%
Retail Food 0.2%
Retail Personal and Household Goods 0.2%
Textile and Clothing 0.0%
Transport and Storage 1.3%
7. Research Results
Company share of Media audience
Share of Twitter Followers Nine
Entertainment
FOXTEL; 2%
Seven Media
; 12% • News Ltd has large share of media
Group; 0%
following across networks
Fairfax Media;
44% News Australia
Holdings; 43%
Share of YouTube Views
Share of Facebook Fans FOXTEL; 3%
Fairfax
Media;
Fairfax 14%
Media;
12% Nine
Entertainment
FOXTEL; 42% ; 35%
News Australia News
Holdings; 38% Australia
Holdings; 48%
Nine Seven Media
Seven Media Entertainment Group; 0%
Group; 3% ; 5%
8. Summary
• Facebook is the most popular social media
network
• Many companies still not using social media
• Social media usage rates vary greatly by industry
sector
• Media sectors has above average share of the
audience
• One or two companies tend to dominate each
social channel
9. Contact Us
Web: www.eMarketingConnected.com.au
Email: admin@eMarketingConnected.com.au
Phone: 1300 366 385
Peter Paterson
Email: Peter.paterson@eMarketingConnected.com.au
Phone: 0448 822 659
Twitter: @petepaterson
Tracey Brown
Email: Tracey.brown@eMarketingConnected.com.au
Phone: 0448 822 369
Twitter: @traceybrown74
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