LinkedIn is the most popular social media tool among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research, under the direction of researcher Nora Ganim Barnes, PhD.
More than 8 in 10 companies listed on the 2012 Inc. 500 (81% of them) use the professional networking site, up from 73% a year earlier. Meanwhile, the proportion of Inc. 500 companies using Facebook has declined, from 74% in 2011, to 67% in 2012.
Other findings related to social media adoption among the 2012 Inc. 500:
- Blogging gained momentum in 2012: 44% of Inc. 500 companies now publish a blog, up from 37% a year earlier.
- Software, advertising/marketing, and media companies were the most likely to blog in 2012, whereas government services organizations were least likely to do so.
- Foursquare use has doubled, from 13% of companies in 2011, to 28% in 2012.
- The proportion of companies using YouTube has fallen, from 45% in 2011, to 30% in 2012.
- 18% of 2012 Inc. 500 companies use Pinterest.
Below, additional findings from the 2012 Inc. 500 study of social media use, conducted by the University of Massachusetts Dartmouth, Center for Marketing Research.
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