16 pct more Romanian companies used social media mix for promotion in 2015

Newsroom 24/02/2016 | 13:33

A study by EY on the impact of social networks on the business environment in Romania places Facebook at the top of companies’ preferences in terms of media channels selected for social communication, with 92 percent of them using it. Dropping 1 percentage point from the previous year, Facebook still remains the favorite among the mix of social instruments, while globally it remains at 93 percent.

LinkedIn follows at some distance, being used by 75 percent of respondents, but showing a strong increase in usage, of 14 percent, over 2014. The share of Romanian companies using LinkedIn is slightly above the global value of 71 percent.

YouTube and Twitter both rose by 8 percent, but remain at a distance from the two leaders of the top. YouTube stands at 37 percent in Romania, while globally it is used by 55 percent of companies.

Strangely enough, while 74 percent of the study respondents stated they use a mix of social media to promote their company (up from 58 percent in 2014) and plan to use it further, less than half of them (44 percent) have a strategy for it at the marketing department level, 21 percent have a strategy integrated at company level, while 2 percent only have a strategy at the sales level.

On the other hand, 32 percent of companies (up from the 27 percent registered in 2014) have no strategy concerning social media.

Of the respondents, 13 percent did not use social media in 2015, but stated they did plan to start using it, the number dropping from the 28 percent recorded in 2014.

Most Romanian companies (23 percent) have been using social networks for 2 to 3 years, while 22 percent have been active for more than 4 years. Twenty percent companies enter the range of 1 to 2 years, and 16 percent have been active on these networks for less than a year.

The frequency of use has dropped significantly within the last year, with 36 percent of companies having a daily frequency (down 5 percent on the year), while companies that use social media once every 2 to 3 days have increased from 15 percent in 2014 to 23 percent last year.

In terms of ads, Facebook Ads is easily in the lead (preferred by 74 percent of respondents), followed by Google Ads (47 percent) and LinkedIn (30 percent).

In terms of social media campaigns, more and more companies prefer to manage their campaigns internally (75 percent in 2015, up from 64 percent in 2014), while the design and development services are still externalized (46 percent). Twenty-three percent outsource the content creation, and 16 percent outsource market research and public relations (PR). The strategy is outsourced by only 10 percent of companies, while analyzing statuses is kept in house for no less than 90 percent of companies.

Natalia Martian

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