The number isn’t really the issue. The larger question is: are they effective?
To start answering that question means knowing all the social media accounts used to reach audiences, because you can’t make more effective what you don’t know about.
Our research suggests that many organizations don’t know how many social media accounts they actually use to address audiences. Many have also lost track of the number of websites they operate.
A first step to making social media more effective is to run an automated social media account inventory. An audit can uncover all social accounts across all websites (relatively easy) and the results become even more valuable when each account is linked to its content owner (really hard).
Here’s what we found for the five global corporations that we estimated had the largest digital estates as measured by websites they own: