Only being present on social media is not enough

'Follow us on twitter'. 'Become a member of our Hyves'. Or 'Sign up as a friend on Facebook'. The importance of social networks has long been recognized by companies and (substantial) investments are being made in the presence. But do these investments really make a difference

'Follow us on twitter'. 'Become a member of our Hyves'. Or 'Sign up as a friend on Facebook'. The importance of social networks has long been recognized by companies and (substantial) investments are being made in the presence.

But do these investments really make a difference? Or are companies sometimes too eagerly stepped in? Whether or not made enthusiastic by (too) expensive advice and communication agencies. That seems to be true now and then.

For example, I recently visited Superjob.nl, a job site aimed at the retail trade. Their slogan had made me curious. Superjob.nl is 'the best retail career site in the Netherlands'. And as the best retail career site you are of course also present on social networks. Because a career site alone is, of course, the whole of 2005. That really does not work anymore. Even if you are the best. You are apparently only really good if you are the best on social networks. But is Superjob.nl that?

Prominent on Superjob.nl is a promo 'Social Media' in which Superjob encourages visitors to follow them. Youtube, Twitter, Facebook, Hyves, Linkedin. Superjob does it all.

But do those visitors also do that? Does the presence on the networks have added value for the company and the visitors? Let's take a look?

If you click on the YouTube icon, you will end up on a Superjob branded page on the video site. Totally in house style. Fine. However, the most up-to-date video is more than a year old. The number of subscribers on the channel is also disappointing; only 24. Making the YouTube channel and making the videos has undoubtedly cost quite a bit. It does not seem that this is worth the investment.

Then by Twitter. Would it happen to the @superjobstweets account? Fortunately, not much has been invested here in the implementation of the house style and other fun. That does not allow the number of followers of Superjob either. That is a meager 29. Most followers, however, are employed in the recruitment business. These are therefore not potential employees. It is positive that Superjob.nl searches the dialogue via Twitter.

Up to now, the success of Superjob.nl on social media seems to be meager. On to Facebook. Thirty-six people like the presence of Superjob on Facebook. Furthermore, almost nothing happens. The latest messages and posted videos are from 2010.

Finally the Superjobhyve. This is also completely in house style. Somebody has obviously done his best for this. The number of members of the hyve is fine. More than five hundred. But the hyve also seems 'dead'. The latest messages and scribbles date from 2010. To the manager's question "What do you think of this hyve?" there was no response.

Being present on social networks is one. What really matters is something completely different. The activities of Superjob.nl on social networks are disappointing. There is hardly any interest in it and maintenance also leaves something to be desired. Do not do it then.

*) Author Sander den Heijer has been working in the internet business since 1997. Now as marketing manager at Nobiles Media. He blogs about online recruitment on I-kloon.nl.