In light of the high usage rates, there is no way around social media. As a strategic tool, social media helps to maintain relationships and attract attention. Those who strategically use and manage platforms gain a clear competitive advantage. Junior Partner Sarah Krasser-Fuchs sums up these advantages.

Around 7.7 million people use social networks. The most frequently used platforms are YouTube with around 7.3 million users, followed by Facebook with 5.2 million. Instagram is used by around 3.2 million people, TikTok by 2.1 million and LinkedIn by around 2.3 million users. The average daily usage time is 83 minutes, whereby age-specific differences are striking [1].

Facebook and YouTube reach broad segments of the population, while Instagram and TikTok in particular are popular with a younger target audience. LinkedIn, on the other hand, is clearly positioned as a business platform with high relevance for B2B communication.  In addition, studies show that traditional media such as television are becoming much less important among young people – only a third still use them regularly – while TikTok, Instagram and YouTube have long since become the primary information and communication channels for this target group, with usage rates of over 70%.

The importance of social media in the communication mix

Social media enables direct communication with customers, stakeholders and potential employees. Visual content, series formats and interactive elements such as surveys or Q&As can hereby convey brand messages in a playful way and thus also have an emotional impact. Social media is also a flexible tool: content can be adapted quickly, current topics can be addressed immediately, and campaigns can be optimized in real time. Precise targeting via platform algorithms makes it possible to achieve a high reach even with limited budgets, which – if done well – also results in high conversions.

Strategic communication is key

As versatile as social media is: Only those who strategically integrate it into their overall communication can unlock its full potential. The positioning, including messages, tone and objectives, must be consistently aligned with traditional media work and internal communication.

An overarching editorial plan helps to coordinate topics, harmonize timing and use synergies between channels. This not only ensures consistency of content but also strengthens the credibility and professionalism of a company’s image – both internally and externally.

What about image?

Social media has its place. Nevertheless, traditional PR remains indispensable. Studies show that image transfer is still effectively achieved through print media, and the recognition rates of messages and brands are significantly higher with print advertisements. As colourful and visible as Insta, LinkedIn and Co. may be – a well-researched article in quality and specialist media remains unmatched [2].

[1] https://artworx.at/social-media-report-2024/

[2] https://handelsblattgroup.com/Presse/iq-media-zeigt-bedeutung-von-print-medien-fuer-die-werbewirkung-in-umfangreicher-studie/