Fortune 500′s Twitter, Facebook Efforts Soar; Blogging? Not So Much

While the use of Twitter and Facebook among Fortune 500 companies continues to increase significantly year-by-year, the deployment of public-facing blogs continues to slowly—albeit steadily—rise, according to a recent released study University of Massachusetts Dartmouth Center for Marketing Research study.
The annual study shows that 28% of the Fortune 500 had public-facing blogs in 2012, up from 23% in 2011. This includes two of the top five companies (Exxon and Wal-Mart), leaving Chevron, ConocoPhillips and Berkshire Hathaway as blogger laggards. Sector-wise, the telecommunications industry leads the charge, with 40% of Fortune 500 telecomm companies blogging.

Looking at other platforms, Twitter use among the F500 rose 11%, from 2011, with nearly three quarters (73%) tweeting out to the public via corporate accounts. All of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.

Two-thirds (332 companies) of the Fortune 500 have corporate Facebook pages, up 8% from 2011. Eight of the top 10 companies are on Facebook; Exxon and Berkshire Hathaway are not.

As might be expected, consumer-facing industries led the Facebook pack, with 89% of the specialty retail industry and 86% of food consumer products having a public Facebook-page presence.

While the increased Facebook and Twitter presence among the Fortune 500 shocks no one, the slow growth of blogging is a bit of a surprise, considering that the platform is near perfect for thought leadership efforts.

Check out the chart below for the Fortune 500 companies with the most Facebook fans:

While Coca-Cola had the most Facebook fans of Fortune 500 companies (with more than 42 million) in 2012, Disney's 353% increase in fans is impressive to say the least.


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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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