Australian businesses have so far ignored social media as a way of connecting with customers, according to new research from IT consultancy Avanade.
The firm surveyed 500 executives from companies around the globe about attitudes towards the use of social media for both internal and external communications.
The survey found that although Australian companies are using social tools internally — such as online chat for IT support — they are reluctant to employ the tools for client-facing communication.
“The survey confirmed Australia is still leading the Asia–Pacific region when it comes to early adoption of technology, but also confirmed how unprepared many senior executives are when it comes to adopting social media in a corporate setting,” said Craig Dower, managing director of Avanade Australia.
This reluctance is in spite of the potential benefits that social media can have on client-facing communication.
“There is early evidence showing companies around the globe that have adopted new forms of media are seeing improved customer relationships, increases in sales and stronger corporate reputations, as well as improved engagement with their employees,” Dower said.
The majority of Australian executives surveyed consider social networking something that will sap employee productivity and put their businesses at risk.
But the companies that are ignoring social media do so at their own risk, according to Dower.
“Social media has tremendous potential that Australian companies need to harness to stay competitive or they will risk losing customers and employees. Risks and concerns can be managed — but you have to get started, and it will force a change in comfort zones,” he said.