Three out of four Fortune Global 100 companies are using social media in some way, according to a study published by Burson-Marsteller, the global PR firm.
Twitter has proven the most popular with 65% of the Fortune Global 100 have a profile. Unsurprisingly, Facebook and YouTube are the second and third most used with 54% and 50% of top companies involved in those networks. A third of companies have corporate blogs.
Only one in five international companies are involved in all four social platforms. Companies based in Asia are more likely to publish blogs.
The study also found that Fortune Global 100 companies were active in social media. The study found that 82% tweet each week and 59% post content to their Facebook fan page each week. Sixty-eight per cent post a video on YouTube each month and 36% update corporate blogs at least once a month.
There is also evidence that stakeholders are listening and engaging. In the study corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.
Some companies are interactive and not solely using social media to broadcast corporate messages. Companies using Twitter were following an average of 731 people each, and 38% of companies were responding to people’s tweets. Thirty-two per cent have also “re-tweeted” or reposted user comments each week.
Other key findings include:
- On average, the Fortune Global 100 companies have 4.2 Twitter accounts, 2.1 Facebook fan pages, 1.6 YouTube channels and 4.2 corporate blogs.
- Companies with active accounts have 27 tweets per week, 3.6 Facebook posts per week 10 new YouTube videos per month and 7 blog posts per month.
- Corporate YouTube channels have an average of 452 subscribers each and over 38,000 views per channel.