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Hootsuite Survey Reveals Australian Companies Struggle with Social Media Content Creation

87 percent of Australian companies think social media provides a competitive advantage

SYDNEY, Australia – February 11, 2016Hootsuite, the most widely used platform for managing social media, today released the Australian Social Media Management Study, examining the perceptions and experiences of businesses using social media in Australia.

The survey included more than 100 executives and management from various industries and found that the number one challenge facing businesses using social media is content creation, as cited by 30 percent of the respondents. Social media measurement (18 percent) and content distribution (15 percent) across multiple social media networks were also challenges shared by the respondents.

When asked about the top three objectives behind using social media, increasing brand awareness (61 percent) was prioritized as the organization’s key objective, followed by increasing brand loyalty (13 percent) and increasing sales (12 percent). The study further revealed that 87 percent of respondents recognized the competitive advantage that social media provides for their businesses, with 61 percent looking to increase the use of social media. The majority of respondents (58 percent) do not actively use a social media management system, which underscores the need for more education and resources to help Australian organizations tap into the full power of social media.

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

“Australian businesses understand the benefits and competitive advantages that social media provides, however continue to struggle with fully capitalizing 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. “Hootsuite offers a number of tools and features that help customers create great content, distribute it to those who matter, and measure its success via social.”

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Camy ChengAccount Coordinator, WE Communications for 6303 8356



Hootsuite Media Team