PALO ALTO, CA: Social media use for PR by early stage tech companies, most notably Twitter and Facebook, spiked in the fourth quarter last year, according to a recent study.
Twitter use grew by nearly 100% from Q3 to Q4 last year, while Facebook use grew by 60% in the same period. Marketing communications company Tool Guy PR released the findings in its quarterly analysis “The Hype Report,” which randomly sampled fewer than 50 early stage tech companies.
“Companies see the hype around social media, and say we just got to be there,” said Tool Guy PR president and founder Kevin Wolf.
While social media use is on the rise, the use of more traditional PR tactics, including media relations and press releases, were nearly stagnant.
Of the companies analyzed, the number of press releases issued in Q4 was overall nearly flat. The number of releases about products was up 10% percent, but the number of releases about customers and partners fell 10%. Releases about company financial news was stagnant.
“What is surprising is that with traditional PR, companies are not ramping up the use of their tools,” said Wolf.
While social media is all the rage, Wolf said conventional PR tactics are still valuable. “They are probably divesting resources that are more proven to be a tangible return on investment,” he said.
The analysis also found the number of company blogs dropped roughly 30%.