Not Social: 45% Of DotBrand New gTLD Applicants Are Not Using Social Media

Here is the press release:

SLAM Strategy, Adelaide’s leading digital strategy company, have revealed insightful findings in their DotBrand Social Media Report regarding the online presence of current ICANN brand top level domain name applicants.The study focused on 647 brands that applied for ICANN gTLDs to look at the social media channels these brands adopted to engage with their customers. SLAM Strategy’s report found that of these 647 brands, which are counted among the most influential brands in their space, 130 applicants did not feature a website address in their application. Further, URLs provided by some brand top level domain name applicants were non-functional.The DotBrand Social Media Report continued their study on the remaining 517 brands that provided a functional URL at the time of application. Of these, the study revealed that over 45 per cent applicants of ICANN gTLDs were not represented on any social media channel. Among these were big brands like Amazon.com that listed only one website and provided no links to their social media pages.Reacting to these findings, Shaun Le Cornu, CEO, SLAM Strategy, said, “Although there are some exceptional reasons as to why some brands don’t have any social media channels on their websites, it’s still a jaw dropping number considering they have spent close to $500,000 or more (including other costs) on a brand top level domain name just to tell no one about it. It is a well-known fact that many brands applied defensively and these statistics perhaps highlight that.”The report also analysed the 283 brands that did incorporate social media channels as part of their branding plan, and found Facebook to be the most widely used channel, used by 90 per cent of the applicants. 40 per cent of applicants believed that presence on three to five social media channels is adequate to reach the target audience. At the opposite end of spectrum, the report also showcased a brand like Lamborghini, which employed 10 social media channels for brand management.

According to SLAM Strategy experts, the results of the DotBrand Social Media Report signify that most brands applied for top level domains as a defensive action to keep up with trends in the digital space, but many do not yet realize the value of incorporating social media in enhancing the value of their ICANN gTLDs.

About the Company: SLAM Strategy is a leading Internet strategy company in Adelaide, with over 20 years of experience in providing Internet retailing, digital marketing, advertising, SEO, SEM and Social Media Marketing services to help businesses establish their brands online. The company also specialises in Top-Level Domain names, commonly known as TLDs.