Although it’s the EU country with the most advanced high-speed internet, Romania ranked last in EU in 2015 on the use of social media by enterprises as part of their strategy for integrating information and communication technologies (ICT) in their business, according to recent statistics of Eurostat, the statistical office of the European Union.
Social media refer to internet based applications such as, for instance, social networks, blogs, multimedia content-sharing sites and wikis. In principle, enterprises use social media for image building or for marketing products but more generally in order to reach an audience in ways that the audience wants to be reached.
Thus, only 45 percent of the companies in Romania have a website and only 23 percent of Romanian entrepreneurs use social networks, the only country with a lower score is Poland, but two thirds of the companies still have a website.
At the same time, only 19 percent of the Romanian companies have a website, and at least one social media account.
Talking about other forms of promotion on the internet, the situation in Romania is even worse. Only 4 percent of businesses are promoted through corporate blogs or microblogs, 8 percent through multimedia platforms and 3 percent by wikis.
Some 39 percent of EU enterprises used social media in 2015, with more than three out of four of these businesses (79 percent) using such applications to build their image and to market products. Some 75 percent of EU enterprises employing at least 10 people reported having a website. This is 2 percentage points more than in 2013 as adoption rates are slowing.
Furthermore, enterprises with a website seek to enhance their internet presence by exploiting the possibilities that social media offer. The four most widely known categories of social media are: (a) social networks such as Facebook, LinkedIn, Xing, and others; (b) corporate blogs or microblogs such as Twitter, Present.ly, and others; (c) multimedia content-sharing websites such as YouTube, Flickr, SlideShare, and others; and (d) wiki-based knowledge-sharing tools. In 2015, 39 percent of EU enterprises used at least one of these types of social media; compared to 2013, this is an increase of 9 percentage points.