Vesta Digital Blog

Fascinating New Social Media Study by World’s Leading Public Relations Firm

Posted on: March 29, 2010

Burson-Marsteller StudyBurson-Marsteller – one of the largest public relations and communication firms in world – conducted a recent study about social media at the top Fortune Global 100 companies. They reported that these companies are following in the footsteps of consumers and are now becoming active participants in social media. The study found that 79 percent of the largest 100 companies in the Fortune Global 500 index are using at least one of the popular social media platforms: Twitter, Facebook, YouTube or corporate blogs. Here are the results:

  • Twitter is the social media platform of choice among the Fortune Global 100.
  • 65 percent of the largest 100 international companies have active accounts on Twitter, 54 percent have a Facebook fan page, 50 percent have a YouTube channel, and 33 percent have corporate blogs.
  • Only 20 percent of the major international companies are using all four platforms to engage with stakeholders.
  • The international corporation’s preferences differed among regions. Companies based in the United States and Europe are more likely to use Twitter or Facebook. Companies from Asia were are more likely to use corporate blogs. However, Asian companies will use Twitter or Facebook to communicate with Western audiences (Toshiba).

Some companies are becoming more comfortable using social media and they are interacting and engaging more – and not just broadcasting corporate messages. Companies using Twitter are following an average of 731 people each and 38 percent of companies are responding to people’s tweets (Vodafone UK). Thirty-two percent have also “re-tweeted” or reposted user comments (Verizon Careers).

This seems to be further proof that social media is being embraced by consumers – and by big and small businesses as well. Here are the details of the Burson-Marsteller study.

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