Social Media: A look at the Fortune 100
Today communications firm Burson-Marsteller published their Global Social Media Check-Up, a study on social media marketing by the largest 100 companies in the Fortune 500. At the moment, 79 of the companies use at least one of the social media platforms they included in their study: corporate blog, Twitter, Facebook, or YouTube. The study finds:
Twitter is the social media platform of choice among the Fortune Global 100. The study found that 65 percent of the largest 100 international companies have active accounts on Twitter, 54 percent have a Facebook fan page, 50 percent have a YouTube channel, and one-third (33 percent) have corporate blogs. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.
However, the study did find regional difference: 69% of the surveyed companies in the US have Fanpages on Facebook, but only 40% of those in Asia. On the other side, only 34% of the US companies have coorporate blogs while half of the Asian companies do.
In their analysis, Burson-Marsteller found that the companies using social media are engaging with the public via the medium:
Companies are not just providing information via social media – a true dialogue is taking place. Corporate Twitter accounts have thousands of followers and many corporate Facebook pages have tens of thousands of fans. Organizations are responding to stakeholder Tweets, and they are receiving comments from fans on YouTube. While engaging with companies may not be people’s primary reason for participating in social media, they are following companies for news and information about the company, products, and promotions, to offer feedback, and to engage customer service.
You can download the report from Burson-Marsteller, read a summary from their website, or thumb through the slideshow below.
As more major companies delve into social media, it will be interesting to see how the state of social media marketing changes. Right now, you still have throngs of “gurus” popping up every week claiming to be social media experts. The newness of the medium is being taken advantage of by unscrupulous opportunists. For the sake of all of these companies looking into social media, I hope they do their homework first!
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