Social media guide

Private individuals

When Austrians are spontaneously asked what they associate with Web 2.0/Social Media, the following keywords arise:

SM Austria(

More than 60% of the Austrian population with Internet access are registered on and use social networks on a regular basis. As can be seen from the tag cloud, communication is the common denominator. This is also, the answer people give when being asked about their use of social media. It is mostly used for sending messages and uploading pictures. Furthermore, online dating is also quite common in Austria. Social media is not only used for private purposes, but also for job-related tasks such as gathering information, communicating job-related interests and maintaining private contact with colleagues. Furthermore, job networking and searching for work are important aspects of social media use. It is also used to develop know-how and knowledge and to get ratings about products and services.

Austrians use social networks in addition to personal communication and even increase personal contacts through these sources. The most important social network sites in Austria are (listed according to the penetration):

  • Facebook
  • YouTube
  • MySpace
  • XING
  • StudiVZ
  • Twitter
  • Netlog

According to an Austrian social media map from Ambuzzador marketing GmbH, the platforms can be grouped according to their target groups. The VZ-Networks, including studiVZ and schülerVZ and can be seen as special interest platforms, Xing and LinkedIn are business networks, YouTube, flickr, MyVideo and Clipfish are sharing platforms and platforms like Facebook, meinVZ of myspace are networking sites.

The most greatest concerns of Austrians who do not use social media are  surround the misuse of data, the possibility that company personnel managers may see their private data and concerns about revealing too much personal information.

For statistics and further information about the social media usage in Austria, please visit the links below:


The usage of Social Media in Austrian businesses has risen over recent years, but the possibilities have not yet been fully exploited. Around 50% of Austrian businesses use some kind of social media. Facebook, Twitter and Xing are the most popular platforms. More than 70% of social media active companies use Facebook, more than 50% Xing and around 25% Twitter. On average 2/3 of all businesses publish some news on social media at least once a week. Despite all the diligence of Austrian companies in social media activities, when they are asked about the benefits derived from their efforts, there is still some confusion. More than 40% do not have concrete goals or strategies in using social media. However, many see positive results through the acquisition of new customers and the initiation of new business. Only a quarter of companies that are already active in social media pursue a strategic goal with regard to the use of these platforms. Here, image-building is named as the primary goal, followed by new customer acquisition and customer retention.

In more than 2/3 of all companies, there are no guidelines for social media usage. To date, less than 25% have already developed their own guidelines and/or policies.

A challenge that most companies face is the private use of social media during working hours. In Austria more than 50% of social media active companies allow their employees unrestricted access to social networks whilst 20% of companies forbid the use by their employees.

For further information, please see below:

Search and Social Media Marketing for International Business

Learn how to use social media for business from one of Salford Business School’s latest business management courses. The course was jointly researched by the Passport to Trade 2.0 project team and prepared in collaboration with some of the leading digital marketing agencies in the UK.

This Massive Open Online Course (MOOC) can help businesses and individuals to make the best use of search and social media platforms. The course is called Search and Social Media Marketing for International Business and is applicable to students looking for placements abroad as well as businesses thinking about new trade links; it comprises the following twelve topics:

Before you start the course please complete this short MOOC entrance survey.

How to develop a personal brand online (1/12)

  • Whether you are a student beginning a job search or a business person planning a new business venture, personal branding can make a difference.
  • Learn about personal branding and why it is important for you.

How to use Twitter (2/12)

  • Learn the basics of using Twitter to develop an individual or business profile.
  • Remember to use hash tag #SSMMUoS to share your learning journey on this course so far!

How to use Search Engine Optimisation (SEO) (3/12)

  • Learn the principles of SEO to ensure that your website and any social media profiles are found by individuals searching for your name, products and services.
  • These basic principles of SEO include keyword research, on-page optimisation and off-page optimisation.

How to use social media for international business development (4/12)

  • Social media networks break down the traditional country barriers, but do you know which networks are relevant for the country you are interested in trading with?
  • Find out in this video how to identify the relevant networks and what social media strategies you might be able to use on these networks.

How to use Facebook (5/12)

  • Facebook is currently the largest social media network in the world and it can benefit you as a business as well as an individual.
  • Learn how to develop a Facebook business page and see how other businesses use it and what strategies work for them.

How to use YouTube (6/12)

  • YouTube was identified as the second largest social network amongst younger internet users as part of the Passport to Trade 2.0 project.
  • Learn how to optimise your video content in order to reach wider audiences for your profile.

How to use LinkedIn (7/12)

  • LinkedIn is one of the three main professional social networks – the others being Xing and Viadeo which are also popular in several European countries.
  • Learn how to make the most of LinkedIn for your profile.

How to use Google+ (8/12)

  • Google+ is the second largest social network as of January 2013.
  • It is one of the fastest growing social networks and one that has the biggest impact when it comes to search engine results integration for anyone who uses Google as their main search engine.
  • Learn how to make the most of Google+ for you and your digital profiles.

How to use copywriting online (9/12)

  • Copywriting is a process of translating technical specifications and product descriptions into engaging and understandable customer focused text.
  • Learn about the basic techniques in structuring your online content here.

How to stay legal on social media (10/12)

  • Everything and anything you do and say online can be potentially viewed by anyone who has internet access.
  • Always respect the law and familiarise yourself with new options offered to you through a creative commons licence which is popular online.

How to use monitoring and reporting (11/12)

  • Whether you are an individual or a business spending time on social media – there has to be a return on your engagement online.
  • How do you justify your engagement on social media to your boss? Listen to the industry experts in this area and see what you might be able to measure in respect of your on-line engagements.

How to blog (12/12)

  • Blogging is a process of writing text and sharing content with others. It can help your customers or friends to keep in-touch regardless of social media platforms.
  • Think about the voice you might want to adopt and who your audience might be. Share your thoughts with us by writing a blog post about this MOOC.
  • Tweet us the link to your post on the #SSMMUoS Twitter hash tag.

Please complete the MOOC exit survey.

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