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Home » Customer Engagement, News, Social Analytics, Social Media News

Social media is no fad for Fortune 100 companies

Submitted by Brian Skepys on May 14, 2010 – 7:24 am14 Comments

New insights into the utilization of social media by Fortune 100 companies reveals Twitter is still the hottest platform, but only US and Asian companies embrace the full scope of social media brand marketing, a new study compiled by Flowtown shows.

Fortune 100 companies love Twitter. 65% of them have an active feed, and, on average, 4.2 accounts each. And 82% of them tweet at least 27 times a week. They are re-tweeting too, and following their closest friends and competitors, and all of them are keen on broadcasting company news. Interestingly though, only 38% of these tweeting companies ever acknowledge and respond actively to other tweeting tweeters directly. It looks like the legal team and the marketing department are still unsure whether it is a good idea to frolic so much with the masses.

Facebook is next up, with more than half of Fortune 100s opening an outpost here. In approximately half of the pages that the companies actually manage there are active discussion between customers concerning company posts, and the public is genuinely trigger-happy for the Like button. On average, a company managed fan page has over 40,000 fans, and many companies utilize two Facebook fan pages to connect to the wider community. For example, a company like PriceWaterhouseCoopers has its own separate page for recruitment where current and prospective employees can mingle.

One thing that we found surprising was that both European and US companies use social media actively, but US companies were much more prone to utilizing the full scope of social media applications as part of their customer outreach strategy. About 87% of both EU and US companies use social media. But where only 15% of EU companies use a combined Facebook, Twitter, Youtube and blogs together, nearly twice as many (or, 28%) of US companies do. Even more interestingly, Asian companies were second with 25% of them having adopted a social media outreach strategy. As the popularity of Facebook Likes grow and monitoring capability of Open Graph kicks in, we expect more and more of companies around the world to embrace an interconnected social media strategy involving several platforms.

Editor’s Note: Want to learn more about social media best practice? Join our LinkedIn Group and enjoy a great discount on attending the Social Media Conference, June 22.

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