They are on increasingly on Twitter (77%), Facebook (70%) and Youtube (69%): Fortune 500 companies. However, in terms of blogs (34%), Google+ (35%) or Pinterest (9%) they seem to be a bit behind or not seeing the value. And the report obviously forgot to look at LinkedIn. This is the findings of one of the latest research pieces of the Center for Marketing Research at the University of Massachusetts, Dartmouth.
Although from our perspective, blogging is seen to be the essential starting point of a social media strategy, most companies are not there yet. Not all industries see corporate blogging similar. The use varies significantly by industry. It is striking that no company in the pharmaceutical and tobacco section blogs. In contract, 53% of Fortune 500 companies in the telecommunications industry do. Almost 80% of the blogs show regular activity, have got RSS feeds, appreciate comments and offer subscription.
Twitter is used in eight out of the top 10 companies (Apple, Chevron, Exxon, Ford Motors, General Electric, General Motors, Phillips 66, and Wal-Mart). All these companies offer frequently status updates on Twitter. Just Berkshire Hathaway and Valero Energy are missing out. Interestingly enough, Facebook has got most followers on Twitter. Google comes in second, then Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways, and Southwest Airlines.
On Facebook only Exxon is not showing up with an account. The rest, nine of the top 10 companies (Wal-Mart, Chevron, Phillips 66, Berkshire Hathaway, Apple, General Motors, General Electric, Valero Energy, and Ford Motors), has got a Facebook page. Obviously, the special retail shows strong use of Facebook (96% with a Facebook fanpage) versus 44% in the utilities sector. That Facebook has most Facebook fans is not surprising. Coca-Cola is number two with 66 million fans, followed by Walt Disney, Starbucks, Wal-Mart, and Target. These companies all collected more than 20 million fans.
What we found interesting in the report is the mention that 59% of companies link to the social platforms from their corporate homepages, whereas for the other companies it required the research team some additional searching. Looking at further social networks and results shows the different strategies. From companies ranked in the top 10 just Berkshire Hathaway has got its own YouTube account. In terms of Google+, 35% use their Google+ accounts actively while 19% set up corporate accounts which are unactive. 50% of the top 10 companies got actove Pinterest boards (Apple, Exxon, Ford, General Motors and Wal-Mart). And although Instagram is now a part of Facebook, only Ford Motors opened an account here, as Wal-Mart is the only top 10 company making use of Foursquare.