Twitter is emerging as the leading social platform among the world's largest corporations: 77% of the Fortune Global 100 (FG100) have a Twitter account, while 61% have a Facebook page, according to a report by Burson-Marsteller.
Although FG100 companies are reaching relatively smaller audiences with Twitter, growing numbers are using the platform more interactively, rather than simply broadcasting messages, the study found.
Twitter and Facebook are the top two social platforms among the 2010 FG100 companies, followed by YouTube (57%) and corporate blogs (36%).
Fully one in four FG100 companies (25%) use all four platforms studied—Twitter and microblogging, Facebook and social networking, YouTube and video sharing, and blogging—up from the 20% that did so in 2010.
More than one-third of US FG100 companies (34%) use all four platforms, up from 28% in the previous year.
Twitter Growth Driven by Asia-Pacific Companies
Although the global average for Twitter adoption is 77%, there are interesting regional variations among the FG100:
- 83% of European companies now have Twitter accounts, up from 71% in 2010.
The percentage of US companies with Twitter accounts remained flat (at 72%) in the previous year.
- 67% of Asia-Pacific companies have Twitter accounts, up 68% from 40% in 2010.