Regional companies failing over social media

Of the region’s 150 biggest businesses, 29 per cent have no social media presence and a further 10 per cent are limiting their marketing efforts to Twitter, it found.

According to the Social Yorkshire report, four out of 10 of the region’s top firms have an official Facebook page, and five per cent are actively using YouTube to promote their businesses and brands.

The report, by Leeds-based social media agency Aberfield Communications, suggested that when it comes to Facebook, LinkedIn and Google+, Yorkshire companies are behind the rest of the UK. It reveals that while 42 per cent of Yorkshire’s biggest firms have an official Facebook page, the UK total is 61 per cent.

Yorkshire businesses are also behind the UK on LinkedIn company pages – 20 per cent versus 30 per cent – and an official Google+ presence – 19 per cent versus 33 per cent.

The researchers picked out Sheffield-based outdoor clothing and equipment retailer Go Outdoors as the region’s most social media-savvy brand, for its strong presence across all social networks and active engagement of its followers and fans.

Phil Reed, managing director at Aberfield Communications, said: “Unfortunately, the likes of Go Outdoors are the exception rather than the rule in Yorkshire.

“Too few companies in the region appear to be using social media effectively in order to develop their businesses. The real danger is that a half-hearted approach could be creating negative perceptions which may actually damage their brands longer term.”

The top 150 companies are based on those appearing in the BDO Yorkshire Report 2012, which is prepared by accounting firm BDO.