Fortune companies more active on social media
A study by communications firm, Burson-Marsteller (BM) has shown that 87% of Fortune’s Global 100 companies are engaging over social media – up from 79% recorded in 2010.
Research data was collected in February 2012 based on Fortune’s Global 100 companies’ social media activity on Twitter, Facebook, YouTube, Google Plus and Pinterest.
BM noted that there was an apparent shift from the Fortune 100 companies in terms of how they made use of social media over the past couple of years.
“When Burson-Marsteller first launched their annual study of how companies were adapting to the rapid growth in social media in 2010, the Fortune Global 100 were just beginning to use social media as a serious communications platform,” BM said.
“In 2010, most companies simply used these channels to broadcast corporate messages. Companies were tentatively figuring out social media and adapting to this new world of communication.”
Fortune 100 companies on social media
The study showed that the largest jump in growth happened on YouTube, with the video sharing site growing by 39% in terms of Fortune 100 company presence from 2011.
79% of companies in the study are now using a branded YouTube channel compared to 57% in 2011. The channels average more than 2 million views and 1,669 subscribers, each.
Since 2011, the average number of followers per corporate Twitter account has nearly tripled to 14,709 from 5,076. On Facebook, the average number of likes per company page has increased by 275 percent since 2010 to 152,646 likes in 2012.
Fortune Global 100 companies have more accounts on each platform than ever before with an average of: 10.1 Twitter accounts, 10.4 Facebook pages, 8.1 YouTube channels, 2.6 Google Plus pages and 2.0 Pinterest accounts.
Other stats from the study include:
- 74% of companies studied have a Facebook page;
- 93% of corporate Facebook pages are updated weekly;
- 48% of companies are now on Google Plus;
- 25% of companies have Pinterest accounts;
- Each corporate Facebook page has an average of 6,101 people talking about it.
“Since 2010, it has been interesting to see the companies’ use evolve from broadcasting to engagement to content creation. Companies are now integrating more original multimedia content to share with followers,” BM said.
Global Social Media check-up 2012 – click to enlarge
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