This article forms part of a study on social media usage amongst FTSE 100 companies.
Each company in the FTSE 100 index was reviewed on its usage of such social media tools as RSS feeds*, blogs, online video, podcasts and social media platforms like Flickr and Facebook on its main website and on occasion, on websites of well-known subsidiary companies.
*RSS feeds are a simple way of delivering fresh versions of a website’s content to online readers automatically.
According to the Guardian.co.uk Business Glossary:
“The FTSE 100 index comprises the 100 most highly capitalised blue chip companies on the London Stock Exchange, representing approximately 81% of the UK market.”
Here’s how the outsourcing company Capita (CPI.L) stacked up.
|FTSE 100 Company||RSS||Podcast||Blog||Online Video||Audio||Social Networking|
Online/Video Webcasts: Yes
Usage of Social Media Platforms: No
According to Yahoo Finance:
“CAPITA GROUP, kingdom of outsourcing in UK.CAPITA Group is the UK’s leading business process outsourcing (BPO) and professional services company. The Group delivers back office administration and front office customer contact services to private and public sector organisations across the UK and Ireland.”
My pre-evaluation expectation on how the company will fare:
An outsourcing company would mainly be focusing on communicating with different suppliers and organisations. I therefore presume that social networking tools would be used on their site, along with other ways to communicate with their customers or stakeholders.
At first glance the site looked clear and simple. My eyes were instantly caught by the video that was displayed on the homepage, but unfortunately it did not work.
Webcasts were later found in the Download Centre and displayed again in the Investors tab and in the Latest News section on the home page. I liked the way they were accessible on various pages as it enables people to find this feature much easier. However, it could be improved if the Latest News section was given more predominance and moved to the top of the screen or even acted as a side bar.
Multimedia had been used in the About us page. From the usually bog standard list of the companies mission or their core competencies, this looks like a very good way to deliver only the specific information that your audience are looking for, without giving them ‘information overload’.
Despite the website being quite easy to use no social media tools had been found. Not using social media on the site I believe is a major flaw as many businesses these days operate online, to communicate with customers or suppliers. Considering the sector the company operates in, having social media platforms opens up different channels of communication. Social media could also make it easier for people to contact Capita and make them more ‘socially aware’. Although I did not find them on Facebook or Twitter, their partner companies were on Twitter. Some of these were Capita Learning and Development, Capita Revenues and Benefits and Capita Symonds. Capita could therefore have made these much easier to find if all of the accounts were displayed in one place on their main website.
Whilst browsing the site I could not find any RSS feeds being used. However upon closer inspection ‘RNS’ feeds were used. Having a tailored RSS feed on the site is a very good idea and can even interest your readers more. These were found at the bottom of the Media page and the Investors page. Despite having to look for these alerts, could Capita have made it easier if they were displayed in a separate section at the side of the screen, which appeared on all of the pages?
Making good use of multimedia: Using multimedia can have many benefits including giving a lot of information to customers about your company, however if it fails to display the right information or does not load up it is pointless for it to be displayed.
Having social media tools: Displaying all the social networking tools that Capita uses in one place will not only make them more ‘socially aware’ of current issues but also give them a better online presence.
Arrangement of tools: Even the simplest of things, rearranging the tools on the site can make things easier for people to use. At the top of the screen a list is displayed of contact information, downloads and the services Capita provides. If RNS feeds, webcasts and social media tools were also displayed here it could make it easier for people to find information.
What do you think?
Are you a customer, employee, shareholder or stakeholder of Capita? I would love to hear your thoughts on this review. What would you like to see Capita doing more of in terms of social media? More online video? Re-designing their web page? A CEO blog, perhaps?
Share your thoughts in the comments!
Do you work for Capita and need some insight into some of the ideas published here?
Or perhaps you look after marketing for Capita and would like a quick chat about putting some of these recommendations into practice. Contact us.
- Social Media Usage in the FTSE 100: Company Profile – Experian
- Social Media Usage in the FTSE 100: Company Profile – Cable & Wireless
- Social Media Usage in the FTSE 100: Company Profile – Man Group
- Social Media Usage in the FTSE 100: Company Profile – Diageo
- Social Media Usage in the FTSE 100: Company Profile – Eurasian Natural Resources Corporation