Idle social networking accounts harming brands - report

A huge eight out of ten multinationals may be using social media, but a mere one in five is employing the multiple tools necessary to deliver a truly effective communications strategy. Furthermore, abandoned social networking initiatives can also be damaging - with idle, out of date accounts having a detrimental impact on the brand.

These are the findings of a survey undertaken by PR and communications company Burson-Marsteller, which looked at the use of social networking sites Twitter, Facebook, YouTube and corporate blogging among the world’s largest companies.

The study called the 'Fortune Global 100 Social Media Check-up', found that most companies had dipped their toe in the water, "some with a big splash and others with a timid ripple".

But while 79% were using at least one social media platform, only 20% were using all four to try and engage with stakeholders. The report warned, however: "No single social media tool can stand on its own. For a company that wants a truly effective communications strategy, leveraging multiple social media tools for their individual strengths is required."

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