CorpComms Magazine

More than 70 per cent of companies from around the globe are active social media users, and see it as an effective business tool, according to a recent global report by audit and advisory services firm KPMG.

The 'Going Social: How businesses are making the most of social media' report claims companies in Britain, Germany and Canada are lagging behind in adopting social media. China, India and Brazil are between 20 and 30 per cent more likely to use social media than their counterparts in developed countries, say the report's authors.

Although companies in the developed world are slow movers, social media is increasingly being seen as an important tool. Every four out of five of respondents said that social media delivers significant returns to the business, and that the positives outweigh any risks associated with social media use.

Tudor Aw, head of technology at KPMG Europe, said: 'The emerging markets seem to be quickly finding that social networks offer a relatively low-cost opportunity to leapfrog the competition in developed markets. In some cases, inefficient, unreliable or monitored email systems are forsaken in preference of the faster and unfiltered, interactive social network channels.'

The report found that 80 per cent of managers in UK firms use social media several times a week. This figure rises to 98 per cent in China and 95 per cent in Brazil.

The report also revealed that 55 per cent of companies in the UK have social media policies in place. This figure rises to 60 per cent in North America and 63 per cent in China.

Companies in the retail industry are the most affluent of social media users across all sectors, according to the report.

Almost 60 per cent of companies in China have experienced problems relating to social media use over the past year, as have half of companies in India and 44 per cent of companies in Canada. However the UK excels in this area, and just more than a fifth have experienced problems over the same period.

The report found that businesses who ban social media in the workplace may be fighting a losing battle, as employees will often turn to their own handsets. Aw said: 'The survey shows that by restricting or blocking access, many employees tend to move their activity to their own personal devices which are often less secure and completely unmonitored.'

The survey involved 1,850 managers and 2,016 employees from ten different countries from around the globe.

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