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Fortune 500 Adoption of Social Media Slowing

October 31, 2011

The use of blogging, Twitter, and Facebook among the nation's largest companies has leveled off in 2011, according to a new study by the University of Massachusetts at Dartmouth.

Among companies listed on the 2011 Fortune 500, the use of three key social media platforms–Twitter, Facebook, and blogs—has increased slightly or stayed flat over the previous 12 months: 

  • 62% now use Twitter (have an official corporate account with tweet activity in the previous month), up from 60% in 2010.
  • 58% have a corporate Facebook page, up from 56% a year earlier.
  • 23% have a corporate public-facing blog with items posted in the previous 12 months, the same percentage reported in 2010.

Below, other findings from "The 2011 Fortune 500 and Social Media Adoption: Have America's Largest Companies Reached a Social Media Plateau?" issued by the Center for Marketing Research at the University of Massachusetts at Dartmouth.

Twitter Adoption

Some 308 of the 2011 F500 (62%) have a corporate Twitter account with a tweet in the previous  thirty days; among them, 10 corporations (Wal-Mart, Exxon, Chevron, Conoco Philips, Fannie Mae, General Electric, Berkshire Hathaway, General Motors, Bank of America, and Ford Motors) consistently post to their Twitter accounts.

Interestingly, the 2010 study revealed that four companies in the medical and healthcare industries had Twitter accounts with no activity. In 2011, those same four companies (Humana Health Care, Boston Scientific, United Health Group, and Cardinal Health Care) were found to have no registered accounts. Such was the case for the food chain Winn-Dixie, which now has no Twitter presence (or public-facing blog).

By contrast, Freddie Mac adopted both a blog and a corporate Twitter account in 2011.

Twitter Accounts by Industry

The F500 companies with Twitter accounts hail from a cross section of industries.

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  • by Kelly Tirman Wed Nov 2, 2011 via web

    Do you think Fortune 500 adoption of social media could have slowed due to the increase in investment on social media tools for monitoring and measurement?

    If most companies were focused on such efforts this could account for the slow down.

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