Twitter the Most Popular Platform Among the Global 100

Social Media Presence Explodes: Companies in the Fortune Global 100 were mentioned a total of 10,400,132 times online during February 2012, and the majority of these mentions happened on Twitter, says the “Burson-Marsteller Global Social Media Check-Up” study, release in July 2012.

While the vast majority of companies (87%) are using at least one of the major social platforms to communicate with online stakeholders, the study found that Twitter is the most popular platform.

Indeed, 82% of Fortune Global 100 companies have at least one Twitter account.

Other findings from the study include:

  • Fortune 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+ pages and 2 Pinterest accounts.

  • In 2012, the largest growth in corporate usage occurred on YouTube (see the chart for a related study). Seventy-nine percent of the Fortune 100 are now using a branded YouTube channel, compared to 57% in 2011.

  • Since 2011, the average number of followers per corporate Twitter account has nearly tripled, to 14,709 from 5,076. On Facebook, the average number of likes per company page has increased by 275% since 2010, to 152,646 likes in 2012.

  • 48% of companies are now on Google+, and 25% have Pinterest accounts. PRN


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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