Canadian Business Leaders See Social Media As Competitive Necessity

Yet many view digital participation as an obligation as opposed to an opportunity

MISSISSAUGA, ON, July 10, 2012 /CNW/ - Canadian companies are starting to recognize the power of online engagement through social media. The majority feel that social media offers an invaluable competitive advantage. However, many also believe that online engagement is something they would rather not engage in, but increasingly feel obligated to implement.

Interestingly, Canadian businesses of all kinds are currently using social media; however, social media use is most prevalent within large, youthful organizations - especially those with 500 or more employees (78 per cent) - and least common within organizations that are led by older Canadians over the age of 50 (54 per cent do not use social media).

According to a quarterly survey of Canadian businesses commissioned by UPS Canada and conducted by Leger Marketing, more than half (55 per cent) of business leaders say they use social media for business purposes, such as market research, promotion and client relations. Social networks such as Facebook and Google+ (82 per cent) are the preferred destination for business-related pages, while sites such as Twitter (48 per cent) and YouTube (47 per cent) are also heavily utilized by members of the business community.

"Social media represents a powerful and cost-effective tool that, when used properly, can help any business grow," says UPS Canada Director of Small Business, Paul Gaspar. "Canadian businesses are operating in an increasingly competitive global market and by using social media, firms can broaden their existing brand equity while building real relationships with current and potential clients."

Social Media Objectives and Resources

The majority of business leaders (62 per cent) who have chosen to engage with social media for business purposes say their efforts have been met with success.

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