Study: The Global Social Media Check-Up 2012
Burson-Marsteller has conducted a survey examining the social media activity of the world’s 100 biggest companies – the Fortune Global 100 companies. The Global Social Media Check-Up 2012 specifically looks into how these companies use Twitter, Facebook, YouTube, Google+ and Pinterest. In this blog post I put focus the findings related to Twitter and Facebook.
Twitter dominates the picture
As of 2012, 87% of the companies are using at least one of the major social platforms to engage with online stakeholders. The Fortune Global 100 companies received no less than 10,400,132 online mentions during a month-long period, i.e. February 2012, the majority of those mentions being on Twitter:
In fact, Twitter is also the most popular platform for the Fortune Global 100 companies:
- 82% of them have at least one Twitter account and an average of 10.1 Twitter accounts.
- Twitter is also the most popular platform for online discussions about them – each company was mentioned an average of 55,970 times on Twitter.
- Since 2010, the average number of followers per corporate Twitter account has increased to 14,709 from 1,498.
- 79% of corporate accounts attempt to engage on Twitter with retweets and @-mentions.
Facebook placed third in the survey
As you can see on the image above, the Fortune Global 100 companies are actually less present on Facebook than on YouTube by 2012: 74% of the companies having a Facebook presence compared to 79% of them using a branded YouTube channel.
Other interesting Facebook findings:
- The average corporate Facebook page’s community has increased by 275% since 2010
- Each corporate Facebook page has an average of 6,101 people talking about it
- 70% of corporate Facebook pages are responding to comments on their walls and timelines
- The average number of accounts per company on Facebook is 10.4 such as for different sub-brands or different geographic locations. This shows that the Fortune Global 100 companies in general opt for local pages rather than one centralised global brand page. Read more about this subject in Sara’s blog post about local vs. global approaches to Facebook here.
See all the survey findings here:
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