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 mentions were on Twitter, according to the third annual Burson-Marsteller Global Social Media Check-up.
The survey includes new data provided by Visible Technologies, a provider of social-media monitoring, analytics and services for enterprises globally.
The Social Media Check-up 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. Visible Technologies provided data on social-media users’ discussions of companies online.
This year, the vast majority of companies (87 per cent) are using at least one of the major social platforms to communicate with online stakeholders, with by far the largest growth in corporate usage occurring on YouTube. The study found there had been a 39-per-cent jump in the number of companies with a branded YouTube channel, resulting in a 79-per-cent usage rate compared with 57 per cent in 2011. Math works These channels each average more than 2 million views and 1,669 subscribers.
Still, the study found that Twitter was the most popular platform for companies and for online discussions about these companies. Indeed, 82 per cent of Fortune Global 100 companies have at least one Twitter account, while each company was mentioned an average of 55,970 times on Twitter.
“This year’s study shows an interesting trend in the increase of content creation among the Fortune Global 100,” said Mark Penn, chief executive officer of Burson-Marsteller Worldwide. “Since 2010, it has 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 last year’s survey, the average number of followers per corporate Twitter account nearly tripled to 14,709 from 5,076. On Facebook, the average number of “likes” per company page increased by 275 per cent since 2010 to 152,646 likes reported this year.
“People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organisations,” said Dallas Lawrence, Burson-Marsteller’s chief global digital strategist.
“What’s even more impressive is how much companies are engaging back with followers. Seventy-nine per cent of corporate accounts attempt to engage on Twitter with re-tweets and @-mentions, and 70 per cent of corporate Facebook pages are responding to comments on their walls and timelines.”
Other key findings include:
nFortune 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.
nSeventy-four per cent of companies studied have a Facebook page.
nNinety-three per cent of corporate Facebook pages are updated weekly.
nForty-eight per cent of companies are now on Google Plus.
nTwenty-five per cent of companies have Pinterest accounts.
nEach corporate Facebook page has an average of 6,101 people talking about it.