February 15, 2011 The Burson-Marsteller Blog2011 Fortune Global 100 Social Media Study Posted By Burson-Marsteller In a short time, social media has gone from an interesting emerging communications trend to a critical part of the media landscape, and companies are reacting to that change. Last year, our Global Social Media Check-up found that 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 blog, but companies were mainly using these channels for one-way communication to broadcast corporate messages. This year, the study found that the Fortune Global 100 are now more likely to directly engage users on social media, and companies are increasingly “@” mentioning and retweeting on Twitter and allowing and answering posts on Facebook pages. This is a clear indication that companies are now putting resources behind social media monitoring and engagement in a way that they were not 12 months prior. See the full results below, and join us Thursday February 17th for a webinar featuring our lead digital strategists from around the world discussing these findings and regional insights (more information here).