Puerto Rico’s business sector has made strides in tapping social media but still lags behind other key markets in Latin America, according to a new study by Burson-Marsteller, a leading global public relations and communications firm.
The global public relations and communications firm’s Latin America Social Media Check-up 2013 examines the use of social media platforms by the top 225 companies in Latin America. The study looks at how these companies use Twitter, Facebook, YouTube, blogs and, for the first time, Google Plus. According to the study, 65 percent of companies in Latin America are now active on at least one social media platform, marking an increase of 16 percentage points since 2010 when the first Latin America Social Media Study was conducted. Facebook maintained its popularity, and the study showed an 11 percentage point increase in use of the platform since 2010. However, Twitter now rivals Facebook as the platform of choice. Indeed, more than half of the companies (53 percent) examined have at least one Twitter account, an increase of 21 percentage points from the previous study.
[. . .] “There is evidence that companies are creating content to meet the needs of each of their stakeholders,” said Cely Carmo, Lead Digital Strategist for Latin America. “The usage of social media is becoming more strategic, and both content and language need to be platform and audience specific.”
Burson-Marsteller compared data collected during 2012 with Burson-Marsteller’s Latin America Social Media Study 2010, the Global Social Media Check-up 2010 and the Global Social Media Check-up 2012. The sample included the 25 top companies, based on revenue, from each of the following markets: Argentina, Brazil, Colombia, Chile, Mexico, Peru, Puerto Rico, Uruguay and Venezuela.
Other key findings include:
The average number of followers per corporate Twitter account in Puerto Rico was 1,538 in 2012, up from 1,005 in 2008. The rate was higher in Brazil (66,958) and Mexico (43,017) than any other market.
The percentage of companies in Puerto Rico with Facebook pages nearly quadrupled, reaching 24 percent in 2012 compared with 5 percent in 2010). Still the island trailed far behind Argentina (48 percent in 2012 versus 20 percent in 2010), Brazil (52 percent in 2012 versus 16 percent in 2010), and Peru (52 percent in 2012 versus 25 percent in 2010).
Puerto Rico companies averaged 30,515 on their Facebook pages in 2012, up from 9,294 in 2010. The Latin American average was 130,506 in 2012, up from 9,555.
Companies in Puerto Rico were at the lower end of responsiveness to fans’ posts per corporate page, averaging 5.7 responses in one week of data collection. The regional average was 8.2 responses. Peru led the pack with a 27-response average.
In Puerto Rico, 12 percent of companies are actively sharing content on YouTube, up from 5 percent in 2010 but still well behind the Latin America average of 30 percent.
Just 8 percent of companies in Puerto Rico maintained corporate blogs in 2012, up from 5 percent in 2010. The regional average was 12 percent.
Only 4 percent of Puerto Rico companies are on Google Plus. The Latin America average is 20 percent. Forty percent of companies in Brazil, 32 percent of companies in Mexico and 40 percent of companies in Peru are on Google Plus.
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