PR firm Burson-Marsteller studied the 100 largest companies in the Fortune 500 list and found that 79% of them use Twitter, Facebook, YouTube or corporate blogs to communicate with customers and other stakeholders. The firm broke its findings down by region (North America, Europe, Asia-Pacific and Latin America) and network.
Twitter is the most popular platform that the companies use; two-thirds of the Fortune 100 have at least one Twitter account. Actually, they have an average of 4.2 Twitter accounts. Fifty-four percent have at least one Facebook fan page, 50% have at least one YouTube channel, and 33% have at least one corporate blog. Twenty percent of the companies use all four social media platforms.
Social networks like Twitter and Facebook are mostly West-oriented; Asia-Pacific companies don’t use them as much, instead preferring corporate blogs. When they do use Twitter or Facebook, it’s usually to engage consumers in Europe and North America.
There are a many other interesting stats in the study — including proof that consumers actually do like to engage with companies via social media, making all those channels worthwhile.
For the complete Burson-Marsteller’s presentation, click here. For a great example of a complete and effective social media platform, check out Pondstone client Jim Watson and his mayoral campaign on Twitter, Facebook and YouTube.