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New Report Reveals: 14 Key Findings On How The Global Fortune 100 Are Using Social Media

Recently I wrote about how the Fortune 100 in the USA were using Twitter so this recent study just released reveals some interesting trends for the Global Fortune 100 largest companies and their use of Social Media.

Following in the footsteps of consumers, large international companies are now becoming active participants in social media. The recent Burson-Marsteller study found that

  1. 79 percent of the largest 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or corporate blogs
  2. Twitter is the social media platform of choice among the Fortune Global 100
  3. 65 percent of the largest 100 international companies have active accounts on Twitter
  4. 54 percent have a Facebook fan page
  5. 50 percent have a YouTube channel
  6. One-third (33 percent) have corporate blogs.
  7. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.
  8. Companies based in the United States and Europe are more likely to use Twitter or Facebook than they were to have corporate blogs
  9. Companies from Asia-Pacific were more likely to utilize corporate blogs than other forms of social media.
  10. Asian companies will use Twitter or Facebook to communicate with Western audiences (for example, Toshiba).
  11. Companies are getting more comfortable using social media as they are interacting and engaging more and not just broadcasting corporate messages
  12. Companies using Twitter are following an average of 731 people each
  13. 38 percent of companies are responding to people’s tweets (for example, Vodafone UK)Social Media Top Global Fortune 100
  14. Thirty-two percent have also “re-tweeted” or reposted user comments during the last week (like Verizon Careers).

To help companies navigate the social media landscape, Burson-Marsteller has developed an Evidence-Based Tool called the “Social Media Check-up” which looks at how a company’s social media presence is impacting their overall online health and reputation. To access the complete analysis of these findings click here for the PDF report.

See the Slideshare presentation here Social Media Top Global Fortune 100

So are the Top 100 Global 100 taking the easy way out by using predominantly Twitter?  What’s your take on this study?

Jeffbullas's Blog


  • You can find the Spanish version of this article at: http://bit.ly/bbgWaz

  • I don’t think Twitter is the easy way out – I think it’s merely a tool that lends itself to analytics, and therefore more direct ROI. I work for Citi, a global company using a variety of social media outlets both for customer service and for recruiting. We’re still learning to use these tools, but so far have found them to be a great way to connect with others and share our story. Our new blog is at new.citi.com and people interested in job opportunities with us can engage via social media through jobs.citigroup.com. You can also find me on Twitter at http://www.twitter.com/lacitigal. Tell us how we’re doing!

  • Small businesses that engage in the new platforms can get a leg up on larger competitors.
    It’s a temporary media advantage for the underdog. Finally, a break for the little guy. A two way PR presence at a reasonable price.

  • Thanks for sharing GREAT stats!

  • Interesting research. Fascinating to compare this with a recent study that highlighted only 16% of the FTSE 100 are using Twitter. Sounds like the UK is behind the US in adoption. There’s also some interesting research that shows B2B companies are ahead of B2C in terms of their social media adoption. We’ve compiled some of these stats and more at: http://earnestagency.wordpress.com/2010/03/16/vital-statistics-for-every-b2b-marketer/

  • I am so glad to see these stats and that more companies are using these platforms for transparency and direct contact with customers and/or future customers. These companies are heading were the eyeballs are and that’s were you want to be if you wish to get your message out. You need to engage and provide relevant content to these communities.
    Hearing these stats is music to our ears at Inbound Marketing, Public Relations and Social Media http://bit.ly/1oI7ih

    Thanks for sharing this informative article..

  • Interesting snapshot, light on insights. It’s all about the platforms and in the main about using them as broadcasting channels. To that point the fact that ONLY 38% respond to people twitters is poor, depending what that actually means.

    I found this finding “interesting” – Companies based in the United States and Europe are more likely to use Twitter or Facebook than they were to have corporate blogs. I wonder if that is true? The survey is the Fortune 100 but the statement has a more general tone about it. So we should expect that this means “Of the Fortune 100, companies based in …”

    Do you think that is true?

    A really insightful set of facts is that put together by @earnestagency who commented above. They are really helpful and tell a hot story about B2B and social media. There was a recent flurry of comments on a Linkedin topic on social media where people where determined to show that B2B wasn’t going to be interested in social media. It’s stats that these @earnestagency which would hose our those fires. This one, also, is a classic “54% of CIOs prohibit use of social networking sites, such as Facebook, MySpace and Twitter, while at work”. So in the face of the business need to engage in social media CIOs are still running the FUD campaigns, or have their head in the sand. Nothing against CIOs, I was one myself once, but it just makes you wonder how these business teams operate.

    Walter Adamson @g2m

  • This is great news – if it is really true and if they begin to use it as way to socialize their organization – including all their business processes – sales, marketing, innovation, support – so that organizations and their individuals can become truly human based again.


  • Twitter is just an easy platform. People have to communicate in 150 characters or less, so it is succinct and timely.

  • Ikaye

    You need to use all 3… With objective to get to your site.. With the objective of getting customers to buy and connect