More than 55% of Sardinian companies use social and new media. But few still manage to exploit them adequately and profitably.
In Sardinia there is an increasingly greater use of Facebook, Instagram, TikTok, Twitter X, LinkedIn, Pinterest, Reddit, Tumblr, Snapchat and BeReal compared to previous years , not far from the European Union average . In 10 years the growth was 29.6%, going from 30.6% in 2014 to 55.7% in 2023. This is what emerges from the analysis carried out by the Research Office of Confartigianato Imprese Sardegna , on the data of Communications Guarantee Authority of 2023.
The analysis between 2020 and 2023 speaks of an almost imperceptible increase in Facebook of 0.1%, given by 36.4% in 2020 compared to 36.7% in 2023. Instagram grew significantly by 5.4% (27, 3% in 2020 versus 32.7% in 2023) and Twitter X by 7.9% (from 9.9% to 17.8%). TikTok boom with +15.9% (from 6.5% to 22.4%). Linkedin drops, recording -3.3% (19.3% in 2020 versus 16% in 2023). The report shows how the small businesses most active on social media are service businesses. Then manufacturing and construction .
«Beyond these data, the real problem is that the vast majority of companies do not have an action strategy on social media – comments Fabio Mereu , president of Confartigianato Imprese Sardegna – as highlighted by a 2022 research, production activities are present on new media but are unable to better manage contacts and interactions . Determining which social platforms are most suitable or monitoring and measuring results in relation to defined objectives are activities which, if you want to grow, require adequate training or must be entrusted to experts. In this regard , companies, even small ones, must invest and keep up with the times if they want to compete no longer at a ‘neighborhood’ level but in the world.”
Nationwide, the number of unique users on social networking sites and apps has reached a staggering 38.6 million, according to data collected in 2023. Among the protagonists of this phenomenon, well-known names such as Facebook, Instagram, TikTok, Twitter
The dynamism of social networks emerges clearly in the last three years, with TikTok at the top of the ranking for the exponential growth recorded between September 2020 and September 2023, with an annual increase of 50.8% (equal to +243% cumulative in the three-year period ). This is followed by other important names such as Twitter X, Reddit and Instagram, which confirm the unstoppable advance of digital communication.
(Unioneonline/vl)
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