NEW YORK: One-third of Fortune 100 companies in the US use Facebook, Twitter, YouTube, and corporate blogs together in their communications efforts, according to a new study conducted by Burson-Marsteller.
The second annual “Global Social Media Check-up” measures social media usage for 100 Fortune 100 companies in the US, Europe, Asia-Pacific, and Latin America.
The firm collected the data, which analyzes corporate usage of Facebook, Twitter, YouTube, and blogging platforms, between November 2010 and January 2011.
Globally, Fortune 100 companies are using social media 6% more in 2011, compared to 2010. In the US, the number of companies using social media decreased slightly, from 86% in 2010 to 84% in 2011.
According to Ashley Welde, director of research for Burson-Marsteller, US companies are “leading the way in terms of being interactive.”
The survey reports that 72% of US companies are using Twitter in 2011, the same number reported in 2010. Seventy-two percent of companies in the US use Facebook in 2011, compared to 69% in 2010; 56% have YouTube channels in 2011, compared to 59% in 2010; and 44% have corporate blogs in 2011, compared to 34% in 2010.
Welde said companies, especially those in the US, are engaging more on social media, showing that they are using sites like Twitter and Facebook as “listening forums,” rather than as channels to push out news.
The survey found that, on average, a Fortune 100 company in the US manages at least three YouTube channels and more than 14 corporate blogs. For example, IBM has 21 YouTube channels, more than 80 blogs, and 76 Twitter accounts.
While companies have become more organized with how they use social media, Welde said there is a still a “long way to go” for social media hubs to be established.
As more companies build out multiple social media channels for their corporate brands, the survey says that there is a growing need to establish social media hubs, which list companies' social media accounts, that can keep messaging consistent.