Fortune 500 companies are increasingly using corporate social media accounts, with 77% now on Twitter, 70% on Facebook, and 69% on YouTube, according to a recent report by the Center for Marketing Research at the University of Massachusetts, Dartmouth.
Big brands are embracing other social networks as well, with 35% of companies on Fortune's 2013 list now on Google+, 9% on Pinterest, 9% on Instagram, and 9% on Foursquare.
Of the companies with social media accounts, 59% link to these platforms from their corporate homepages, whereas the rest require additional searching.
Below, additional key findings from the study.
- 34% of Fortune 500 companies are creating and sharing content through corporate blogs. The 171 corporations with blogs come from 58 of the 75 industries represented in the 2013 Fortune 500.
- Corporate blogging varies significantly by industry: 53% of Fortune 500 companies in the telecommunications sector blog, but no companies in the tobacco and pharmaceutical industries do.
- 79% of the blogs are kept current, take comments, have RSS feeds, and take subscriptions.
- Nine of the top 10 companies (Wal-Mart, Chevron, Phillips 66, Berkshire Hathaway, Apple, General Motors, General Electric, Valero Energy, and Ford Motors) have Facebook pages. Exxon does not.
- 96% of companies in the specialty retail industry are on Facebook, but only 44% of companies in the utilities sector are on the platform.
- Facebook, not surprisingly, has the most Facebook fans. Coca-Cola follows with over 66 million fans. Walt Disney, Starbucks, Wal-Mart, and Target all have more than 20 million fans.
- Eight of the top 10 companies (Wal-Mart, Exxon, Chevron, Phillips 66, Apple, General Motors, General Electric, and Ford Motors) consistently post on their Twitter accounts. Berkshire Hathaway and Valero Energy do not tweet.
- Facebook has the highest number of followers on Twitter, followed by Google, Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways, and Southwest Airlines.
Other Social Networks
- Berkshire Hathaway is the only company ranked in the top 10 without its own YouTube channel.
- Half of the top 10 ranked companies have Pinterest boards, including Wal-Mart, Exxon, Apple, General Motors, and Ford.
- 35% of the Fortune 500 have active Google+ accounts; 19% have corporate accounts that have not yet become active.
- Ford Motors is the only top 10 company on Instagram. Other adopters include AT&T, Avon, and Home Depot.
- Wal-Mart is the only top 10 company using Foursquare. Other adopters include Target, Walgreens, and Lowe's.
About the research: The report focused on the primary/listed corporation and did not include the social media accounts of subsidiaries. A company was counted as having a blog if it had a public-facing corporate blog from the primary corporation with current posts.
Continue reading "Fortune 500 Bullish on Social Media and Corporate Blogging" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Social Media:
- The Benefits of LinkedIn for B2B Marketers [Infographic]
- Five Useful LinkedIn Hashtags for Marketers [Infographic]
- How to Succeed With Video on 6 Popular Social Networks [Infographic]
- How to Make Sure Your Social Media Strategy Succeeds: Take a Cross-Discipline Approach
- Five Strategies to Increase Your Social Media Conversions