Study On Social Media Use By Fortune 100 Companies

PATT2060An interesting study released from an analysis by Burson-Marsteller and Proof Digital of the Fortune 100's use of Key Social Media Channels, including Twitter, Facebook Fan Pages and Blogs. 

The results of the study shows that Twitter surpassed blogging here in 2009 as the social media platform of choice – at least among the Fortune 100.   The study looked at the top 100 companies in terms of revenue as compiled by Fortune Magazine's annual Fortune 500 to understand how active those compa nies were on three key social media: Twitter, Facebook and Blogs.  .

Some highlights from the study include

  • 54% of the Fortune 100 were using Twitter to reach out directly to stakeholders, 32% were using a blogs, and 29% were actively using a Facebook Fan Page to engage.  
  • 21% of companies are using only one of the three surveyed social media channels, and of those companies, 76% are using Twitter over Facebook and Blogs.
  • 40% of companies are not using any social media channels, while 21% are using two channels, and 17% are using all three.
  • 94% of Fortune 100 Twitter accounts distribute company news updates and announcements while fully 67% are at least partially serving a customer service function.
  • Reasons companies use the three social media sites differs.
    • Twitter is most often used for news and announcements (94%), customer service (67%), promotions and deals (57%), and job postings (11%).
    • Facebook fan pages are more consumer focused, with promotions, product information, and philanthropy and community service announcements.
    • Blog content falls into categories of current projects, external initiatives, and community involvement.

For more information, see this post on Burson-Marteller’s site.  And there’s a pdf file available on Slideshare of the report findings:  “Social Media Use by Fortune 100 Companies”.  

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