Companies in the Fortune Global 100 were mentioned a total of 10,400,132 times online during a month-long period. The majority of these happened on Twitter, according to the Third Annual Burson-Marsteller Global Social Media Check-up, which includes new data provided by Visible Technologies, a company that specialises in social media monitoring for enterprises globally.
The Burson-Marsteller Global Social Media Check-up 2012 examined the Fortune Global 100’s use of popular social networking platforms including Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest.
In 2012, the vast majority of companies (87 per cent) are using at least one of the major social platforms to communicate with online stakeholders, with the largest growth in corporate usage occurring on YouTube, which has an average more than two million views and over 1 600 subscribers.
Still, the study found that Twitter is the most popular platform for online discussions, both by and about these companies. Indeed, 82 per cent of them have at least one Twitter account, being mentioned an average of 55,970 times.
‘This year’s study shows an interesting trend in the increase of content creation,’ states Burson-Marsteller Worldwide CEO, Mark Penn. ‘Since 2010, it’s been interesting to see the companies’ use evolve from broadcasting to engagement to content creation. Companies are now integrating more original multimedia content to share with followers on Twitter, Facebook and YouTube.’
Stakeholders are also following global companies closely. Since 2011, the average number of followers per corporate Twitter account has nearly tripled to over 14 000 from around 5 000. On Facebook, the average number of likes per company page has increased by 275 per cent since 2010.
‘People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organisations,’ comments strategist Dallas Lawrence. ‘What’s even more impressive is how much companies are engaging back with followers. Almost 79 per cent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 per cent of corporate Facebook pages are responding to comments on their walls and timelines.’
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.
- 74 per cent of companies studied have a Facebook page.
- 93 per cent of corporate Facebook pages are updated weekly.
- 43 per cent of companies are now on Google Plus.
- 25 per cent of companies have Pinterest accounts.
- Each corporate Facebook page has an average of 6 101 people talking about it.