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“Our current study shows that only a few indigenous large enterprises to use the opportunity to work with media representatives and consumers connect more quickly and more directly in touch,” said Helga Eder, Director of Media Analysis at Meta Communication International. Xing, Facebook, Twitter, Myspace – the list of social networks and web communities that have developed in recent years on the Internet is long. Speed, diversity of topics and a large volume of information are the main features of the platforms.

“Social media is an entirely new form of communication that is increasingly beside the” normal “mass media in importance. Companies recognize the new trends and developments in good time and want to have an accurate picture of their reputation, should deal with it, “says Eder further.

Examined the use of the five most popular social media platforms of the Austrians at 20 ATX corporations and 16 other top-selling large enterprises in Austria. Hardly any of the 36 large companies actively communicates via Twitter or YouTube, as the study shows.

Most of the companies represented here have only a very limited range. Only the beverage company Red Bull can on YouTube more than 80,000 subscribers and more than 35,000 at Twitter follower and can refer to all other groups far behind. Like Twitter only consistently by Swarovski and Bwin Interactive is used to draw attention to current events and interesting news. The most frequent YouTube hits recorded in addition to Red Bull Bwin and Raiffeisen. “The new media offer companies the possibility of their presence on direct route, especially in the perception of a layer of younger consumers to strengthen. Purchasing decisions are increasingly influenced by the impact of new digital media. Companies that resist this trend to be at a disadvantage in the medium term, “said Eder further.

In the popular social networks Facebook, StudiVZ / My VZ or Xing, with few exceptions, almost all groups with fan sites and groups are represented. B2C companies operating internationally, such as Red Bull, Swarovski bwin and are also on the presence is here. Among Austrian B2C businesses, the drugstore chain shops on one of the largest fan communities on Facebook.

In Xing companies use the opportunity to sit down professionally staged to connect with potential business partners in touch, post jobs or to communicate with experts. The majority of corporations but is found mostly in strange groupings again initiated and the opportunities for direct customer communication and image often remain unused. B2B companies such as Magna, or only businesses operating in Austria as the Austrian Lotteries are correspondingly rarer. Some of the Austrian companies such as Austrian Airlines, Telekom Austria’s Raiffeisen Banking Group or also use their own blogs to image-building of their group.

Social media platforms are increasingly used by journalists for research purposes, for communications and information. Purchasing decisions are made on the Web and also the “war for talents” will take place here. Nevertheless, the companies use the opportunity to interact with many people in contact, demonstrate openness in communication and to position itself as an attractive employer, just very reserved. “A social media strategy for most businesses do not yet know, although they offer considerable business potential in the areas of personnel, marketing, corporate communications and relationships with investors and investors,” said Eder concludes.

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