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Fortune 500 Social Media Use: Twitter Overtakes Facebook

November 16, 2010

The use of Twitter among the nation's largest corporations has nearly doubled: 60% of companies listed on the 2010 Fortune 500 have a corporate Twitter account with at least one tweet issued in the previous 30 days, up from 35% who did so a year earlier, according to research from the University of Massachusetts at Dartmouth. Meanwhile, 56% of Fortune 500 companies have a Facebook profile.

Among the 298 Fortune 500 (F500) companies that have a Twitter account, specialty retailers rank highest in Twitter adoption (23), followed by food, drug, and consumer products companies (22), and insurance companies (20). Below, a partial list of industries with the greatest Twitter presence:

Among the 10 highest ranked F500 companies, nine use Twitter—and consistently post to their Twitter accounts. They are Wal-Mart Stores, Exxon Mobile, Chevron, General Electric, Bank of America, ConocoPhillips, AT&T, Ford, and Hewlett-Packard.

Ranked No. 9 on the F500, JP Morgan Chase does not have a Twitter account. In the healthcare industry, four companies (Humana Health Care, Boston Scientific, United Health Care, and Cardinal Health Care) have Twitter accounts with no activity. That is also true for the food chain Winn Dixie and the diversified financial services organization Freddie Mac.

Below, other findings from the 2010 Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America's Largest Companies, by the Center for Marketing Research at the University of Massachusetts at Dartmouth.

Impact of F500 Rank on Tweeting

Those companies positioned higher on the F500 are more likely to adopt Twitter than those positioned lower: 50% of active Twitter accounts belong to the companies in the top 200 of the 2010 F500, while 33% are ranked at the bottom 200.

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