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• The study examined the Fortune 100’s current use of key social media tools
including Twitter, Facebook, Fanpages and Blogs. The analysis looked to tally
what percentage of the Fortune 100 is now using each of these channels to
engage directly with stakeholders. The Data was collected between July 2nd
and July 17th and is based on content that is accessible within a reasonable
effort, i.e. by Facebook or Google search for the company name or looking for a
blog on a corporate site.
• Twitter - The study tallied official Twitter accounts for Fortune 100 companies.
This tally does not include independent subsidiary brands that do not share a
name with the parent company.
• Blogs - The study tallied whether each Fortune 100 company had a branded
corporate blog easily accessible from its corporate homepage.
Percentage of Fortune 100 using each
Social Media Channel
*Active - Regular postings and evidence the company interacts and/or posts content on the page.
Fortune 100 Companies and Social Media
Percent of Fortune 100 Companies active on Twitter,
Facebook, and their Corporate Blog
Blog Facebook
10% 14%
Twitter
One 76%
Channel
21%
None Companies using just one social
media channel overwhelmingly
40% use Twitter (76%)
Two
Channels Blog Facebook
and Twitter and Twitter
All 22% 64% 36%
Three
Channels
17%
Companies using two
channels likely to use
Blog and Twitter (64%)
Industry Analysis Within the Fortune 100 Companies
on Twitter
Number of
Percentage Percentage Percentage on
Breakdown by Industry Fortune 100
with a blog on Facebook Twitter
Companies
Petroleum Refining 9 11% 11% 22%
Entertainment 3 0% 0% 67%
Not on
On Twitter Twitter
54% 46%
Some Key Findings - Fortune 100 Social Media Study
• Sixty-nine percent of companies that have at least one active Twitter account
post frequently
(at least four times a week).
• Currently the Fortune 100 are using Twitter primarily
– To distribute news and updates about their company
– As an extension of their customer service
– To announce marketing promotions
– As part of employee recruitment/human resources efforts
• The technology industry is by far the most active sector on Twitter with companies
including Dell, IBM, Intel, Microsoft, Cisco, and HP each having a number of
accounts.
• In addition to the corporate accounts, there are a number of locally focused
Twitter accounts that were created by local units or offices of the Fortune 100.
For example, Best Buy’s Arkansas stores have an account with 536 followers.
Such accounts were not examined in this study, but are a growing presence on
Twitter and robust additions to a corporate account. The local presence allows
for more specific direct marketing.
How Twitter is Used By the Fortune 100
News/Updates/Announcements 94%
Promotions/Deals/Contests 57%
passwords or other
personal information via
Twitter.
How Twitter is Used By the Fortune 100 Cont.
Examples of Promotions/Deals/Contests
When examining the ten Twitter accounts with the most followers…
• Over the past three months, the number of followers on these accounts
has steadily increased. Eight of the ten accounts have more than
doubled the number of followers than it had three months ago.
• The following chart marks the growth of the largest ten accounts over
the past month. The dramatic increases suggest the growing popularity
of Twitter as a means of communication with stakeholders.
Percentage Increase of Followers over the Past Month
of the Ten Twitter Accounts with the Most Followers
* Chart uses change in number of followers from June 15 th to July 15th. Data collected from twittercounter.com
** There was a sharp increase in Microsoft account followers because the company just began posting
on July 1st. On June 30th, Microsoft had 980 followers. On July 15th, they had 11,081.
Fortune 100 Companies
on Facebook
Fortune 100 Companies with Facebook Pages
Active
29%
No Page
43%
Inactive
28%
Inactive - A page with little to no activity, few if any postings, and/or no indication that
the page was begun or managed by the company.
Active - Regular postings and evidence the company interacts and/or posts content on the page.
Facebook Fan Pages
No Blog Blog
68% 32%
Blog Analysis