As we continue to move deeper into the world of social media, it’s important to look to influential global companies to put a finger on the pulse of emerging digital media trends.
Fortunately, the 2012 Burson-Marsteller Global Social Media Check-Up recently examined the Fortune Global 100’s use of popular social networking platforms including Twitter, Facebook, YouTube and — for the first time – Google+ and Pinterest.
The results reveal the degree to which social media has shaped corporate marketing. In 2012, 87 percent of the companies surveyed reported using at least one major social platform to communicate with online stakeholders, marking a 10 percent increase from 2010. Twitter has earned the distinction of being the most popular platform for companies and for online discussions about companies. In fact, 82 percent of Fortune Global 100 companies have at least one Twitter account.
Interestingly, the largest growth in corporate usage is occurring on YouTube. The study found there has been a 39 percent jump in the percentage of companies with a branded YouTube channel. Seventy-nine percent of companies in the study are now using a branded YouTube channel compared to 57 percent in 2011.
Nearly three-quarters of the companies have Facebook pages, with 93 percent of the Facebook pages being updated weekly (up from 59 percent in 2010 Meanwhile, 48 percent of the Global Fortune 100 have a Google+ presence, while 25 percent are active on Pinterest.
One of the emerging trends noted by Burson-Marsteller is the increase in companies launching multiple accounts within each social media platform. Companies like Ford, for example, have dedicated Twitter accounts for different products and services.
As this latest study demonstrates, social media’s influence continues to deepen, underscoring the need for all companies, both large and small, to harness this important communication channel.
At Abshire Public Relations, we strategically merge traditional and digital PR to get the maximum return on investment for our clients. We’re delighted to work at such an thrilling time, when social media provides incredible opportunities for small companies and large corporations to share their marketing messages with an eager audience.