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Australian brands struggle with social media content creation: Survey

The number one challenge for businesses in Australia using social media is content creation, according to a survey conducted by Hootsuite. As many as 30 per cent of the respondents feel they struggle with content creation for social media.

Social media measurement (18 per cent) and content distribution (15 per cent) across multiple social media networks were also challenges shared by the respondents.

The Australian Social Media Management Study by Hootsuite included more than 100 executives and management from various industries.

When asked about the top three objectives behind using social media, increasing brand awareness (61 per cent) was prioritised as the organisation’s key objective, followed by increasing brand loyalty (13 per cent) and increasing sales (12 per cent).

The study further revealed that 87 per cent of respondents recognised the competitive advantage that social media provides for their businesses, with 61 per cent looking to increase the use of social media. The majority of respondents (58 per cent) do not actively use a social media management system, which underscores the need for more education and resources to help Australian organisations tap into the full power of social media.

Facebook took the lead as the number one social media platform (29 per cent) for companies to post content, followed by Twitter (16 per cent) and Instagram (15 per cent).

“Australian businesses understand the benefits and competitive advantages that social media provides, however continue to struggle with fully capitalising on this trend. There’s great opportunity for companies to embed social media as a fundamental component in their marketing efforts, and Hootsuite can help in this journey,” said Roger Graham, director of growth and marketing at Hootsuite.

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Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.