Research: Fortune 100 Companies Have 20 Social Media Accounts on Average

Burson-Marsteller has released the 2011 edition of its report on social media accounts of the Fortune 100 corporations and here are the key findings:

1. Twitter (77%) is the most preferred platform followed by Facebook (62%), YouTube (57%) and corporate blogs (36%).

No surprises here, as Twitter is a relatively low-investment platform for corporates to share news and engage with their stakeholders.

2. Asian companies have seen the highest increase in the use of social media accounts, especially Twitter, to engage both domestic and global stakeholders.

No surprises here either, as Asian multinationals discover Facebook and Twitter for the first time, in markets dominated by local platforms like Mixi, Cyworld and Kaixin/ Renren.

3. The average number of social media accounts per corporate has gone up to 20 — Twitter (5.8), Facebook (4.2), YouTube (2.7) and corporate blogs (6.8) — because of increase in regional, local and divisional accounts.

I find this proliferation in social media account rather surprising, especially the outliers: IBM with 76 Twitter accounts, 21 YouTube channels and 80 (employee) blogs! While having separate social media accounts helps companies address specific stakeholder needs, it also creates confusion. I expect most companies to consolidate their social media accounts and integrate them with the corporate website, which itself will become more social. What do you think?

If you liked these posts, consider interviewing me for a story, inviting me to speak at a conference or workshop, or asking MSLGROUP to create a social media strategy for your brand. Please e-mail me at [email protected], call me at +91-9999856940, or connect with me on Twitter.

If you liked this post, you might also like:



Link to original post

Leave a Reply