July 31, 2009

The Burson-Marsteller Blog

Burson-Marsteller and Proof Digital Fortune 100 Social Media Study

Posted By Burston-Marsteller

During 2009, Twitter surpassed blogging as the social media platform of choice – at least among the Fortune 100.  A recent analysis compiled by Burson-Marsteller and Proof Digital Media found that the largest 100 companies in terms of revenue as compiled by Fortune Magazine’s annual Fortune 500 were active on three key social media: Twitter, Facebook and Blogs.  Reuters Media File Blog posted about the study.

The study found that 54% of the Fortune 100 were using Twitter to reach out directly to stakeholders, while 32% were using a blogs and 29% were actively using a Facebook Fan Page to engage.  Despite the perception that Twitter is the newest kid on the block among the three platforms, 76% of Fortune 100 companies that were using just one social media channel were using Twitter over Facebook and Blogs.

Perhaps not surprisingly each company that was classified in consumer facing industries such as General Merchandisers (some examples Here and Here), Specialty Retailers (Here and Here) and Telecommunications (Here and Here) are Tweeting.  Many companies in each of these categories have multiple Twitter accounts.  For example, AT&T, has Twitter an account for Small Biz, Mobile Music, News, and Job Recruitment among others.

Our analysis found that about 94% of Fortune 100 Twitter accounts distribute company news updates and announcements while fully 67% are at least partially serving a customer service function.