LONDON:The number of UK corporations with a dedicated social media presence has increased three-fold over the past year, according to research from Investis.
The digital corporate communications specialist found that 40% of FTSE 250 companies, the largest corporations on the London Stock Exchange, have a corporate social media presence, up from just 14% a year ago.
Investis looked at companies with social media accounts used specifically for corporate communications and linked to from the corporate website.
“We are now approaching a stage where talking about social media as an optional add-on is no longer relevant; it is rapidly becoming a day-to-day part of how communities communicate and as much a part of corporate communications as a press release or an RNS feed,” said Marcus Fergusson, head of social media at Investis.
The growth in social media use for UK-listed firms was mirrored across Europe, with companies' use of social media in Germany's MDAX stock index up from 20% to 44% while Switzerland's SMI 20 now has 60% of its constituents using social media.
Investis also ranked individual companies on the quality and performance of their corporate websites. Nestlé was the highest-scoring firm of those surveyed, with engineering consultancy Atkins the best of the FTSE 250 firms, followed by constructions firm Balfour Beatty and low-cost air carrier easyJet in second and third, respectively.
Investis' survey was conducted in the fourth quarter of last year based on index constituents from the beginning of October.
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.