Burson-Marsteller

Increasing more companies are deploying Social Media

by Christian Fisch on 17th July 2012 • Insights and Reports, News, Studies

New York, July 17^th 2012. Companies in the Fortune Global 100 were mentioned more than 10 Million Times on Social Media during a month-long period. The majority of these mentions happened on Twitter. By far the largest growth in corporate usage occurs on YouTube, according to the Third Annual Burson-Marsteller Global Social Media Check-up.

The largest global companies (Fortune Global 100) are mentioned 10’400’132 times on Social Media during a month-long period. The largest growth in corporate usage occurs on YouTube: Seventy-nine percent of companies in the study are now using a branded YouTube channel compared to 57 percent in 2011. These channels each average more than two million views and 1’669 subscribers.

Still, the study found that Twitter is the most popular platform for both companies and for online discussions about these companies. Indeed, 82 percent of Fortune Global 100 companies have at least one Twitter account, while each company was mentioned an average of 55’970 times on Twitter. Since 2011, the average number of followers per corporate Twitter account has nearly tripled to 14’709 from 5’076.

Stakeholders are following global companies closely also on Facebook: The average number of likes per company page has increased by 275 percent since 2010 to 152’646 likes in 2012. “People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organizations,” said Burson-Marsteller Digital Strategist Lukas Sieber. “What’s even more impressive is how much companies are engaging back with followers. Seventy-nine percent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 percent of corporate Facebook pages are responding to comments on their walls and timelines. These figures highlight how important it is for companies to interact on Social Media platforms”, Sieber added.

Other key findings include:

• Fortune Global 100 companies have more accounts on each platform than ever before with an average of: 10.1 Twitter accounts, 10.4 Facebook pages, 8.1 YouTube channels, 2.6 Google Plus pages and 2.0 Pinterest accounts.
• Seventy-four percent of companies studied have a Facebook page.
• Ninety-three percent of corporate Facebook pages are updated weekly.
• Forty-eight percent of companies are now on Google Plus.
• Twenty-five percent of companies have Pinterest accounts.
• Each corporate Facebook page has an average of 6’101 people talking about it.

 

To access the complete analysis of these findings, visit www.bm.com/social.

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