Socialmediability: Results

On Thursday 14 March, Prof. Guido Di Fraia, Scientific Director of the IULM Observatory and Master in Social Media, presented to the audience the results of the 5th edition of the research on SocialMediAbility of Italian companies. The focus of the work is the monitoring of the use of social media by 720 Italian companies, including large, small and medium, distributed throughout the country. Although there has been quantitative and qualitative progress in the use of social media, the increase still seems insufficient compared to the pervasiveness of these tools and their continued dissemination. The percentage of companies that use at least one social media for communication and marketing activities goes from 73% in 2015 to 80% in 2018, although the figure concerns mainly medium-large companies. Instagram is the social network with the highest increase since the last survey, but YouTube is also confirmed as a growing channel. The gap between companies from the North, the Centre and the South/Islands is a cause for concern: all the data analysed show that the South shows a lower propensity to use social media as a marketing tool. In general, the overall average SocialMediAbility index changes, on a scale of range "0-10", from 4 points in 2015 to 5.5 points in the latter survey

In conclusion, Di Fraia said, "the results obtained also show that social networks are very often managed in a way that is still not very aware of the communicative logic and the specific languages of each channel In the afternoon, the workshop "IULM Digital Marketing All Star" was held, at the end of which the diplomas were awarded to the 50 participants of the X Edition of the IULM Executive Master in Social Media Marketing & Digital Communication.

Click here to access the abstract of the fifth edition of the research while if you are interested in the full report please contact the Observatory at this link.