Istat released data relating to ICT and companies in 2021. In general, 80% of companies with at least 10 employees are still at a ‘low’ or ‘very low’ level of ICT adoption, not being involved in more than 6 activities among those considered. The remaining 20%, on the other hand, performs at least 7 of the 12 functions, positioning themselves on ‘high’ or ‘very high’ levels of digitization. 60.8% of companies with at least 10 employees have a ‘basic’ level of digitization and employ 78.1% of employees. If this is, in a nutshell, the general situation, things are not going better, indeed, as regards the use of social platforms.
More and more Italians use Facebook, but for less time
by Pier Luca Santoro
Overall, just over half (56.2%) of companies with at least ten employees use a social platform. It drops to just over a quarter (27.3%) as regards those that instead use at least two.
Going into detail by company size, 77.3% of companies with more than 250 employees use a single social network. Also in this case it drops to 54.1% for the use of at least two social networks. So almost a quarter of large companies do not use social media, and about one in two uses at least two. The scenario worsens significantly for smaller companies. According to the latest data made available by Istat, in Italy there are 199,340 companies with a size between 10 and 49 employees, and employ more than 3.5 million people. There are 24,288 with between 50 and 249 employees, and employ around 2.3 million people. And companies with more than 250 employees are only 4,179, but employ just under 4 million people.
Internet, one in four users use social media for work
by Pier Luca Santoro
This, in essence, means that the vast majority of companies in our country do not use social media or in any case only use one, most likely Facebook, and therefore do not have a social presence strategy. The key steps for defining your own company presence on social networks are, in summary, the following.
- Ask yourself why you need to use social media. Define the goals and objectives. Align them with the objectives of the company;
- Carry out a customer mapping (current and prospect). Identify the channels where your company, your people and buyers cross paths. Determine which of the social platforms are best suited;
- Use monitoring tools and identify influencers of the purchasing process;
- Distribute key roles to the various stakeholders. Create a “task force” dedicated to social networks according to the key responsibilities of each role;
- Investigate the relevance of the contents and identify the topics in line with the company focus;
- Establish metrics and measure only what is relevant to your business;
- Defining concretely who will respond, how, where (which channels / means) and how often;
- Define a company policy, internal and external, on social networks, based on “best practices”;
- Develop an editorial plan. Populate the various channels / media with appropriate content, establishing the mechanisms for aggregation and sharing of content;
- Monitor and measure the results in relation to the defined objectives.
