Top 100 Fortune Companies: How Are They Using Social Media?
Top 100 Fortune Companies puts together the most respected and renowned names, which also have access to the best resources due to the large budget they have in hands to manage. This has always gave them a boost when it came to traditional marketing, but is it the same when talking about their online marketing strategy and their involvement in creating a strong online brand? Some say social media marketing is about using the right strategy and getting it implemented in the right way, and the budget allocated is less important. A recent study carried out by Burson-Marsteller Communications Group gives evidence regarding the involvement of these top 100 companies in online reputation management as well as shows evidence of the level of engagement they get from their audience. The study refers to the largest four social networking channels: Facebook, Twitter, YouTube and Business Blogs.
According to the results, the percentage chart of Fortune global 100 companies using those four social media marketing channels is the following: Twitter (65%), Facebook (54%), YouTube (50%) and Blogs (33%).
Although there is a difference when it comes to the number of social networking channels they are using, out of the same four. It seems that when referring to the companies using at least one of the four channels, European companies are leading, 88% of them using at least one, while the US has 86% and Asia only 50%. That is a surprise, since most people assume the US should lead when it comes to social media use.
However the US is leading when referring to the companies using all four social networking sites. As see below, 28% of the US companies are using all four, while only 15% of the European companies are using all four. Whereas 25% of the Asian companies are also using all four channels.
The study also investigates the top 100 companies' activity on Twitter for one week. The results show 82% of them are tweeting company news, 38% are actually responding to people's tweets and only 32% are re-tweeting. It looks like large companies are doing a better job at promoting themselves than actually listening and responding to their audience. Their customer service orientation does not seem to be very good when looking at these results. Some of them are missing two very important steps of social media: listen and respond.
Interesting point is that a large number of their followers are re-tweeting their news. The study shows 32% of the tweets coming from Fortune Global 100 companies are re-tweeted.
Their presence on Facebook seems to be better. After analysing the Facebook Fan Pages activity for one week, the study shows that 59% of the companies have posts of their company and 43% have posts from fans. Furthermore, 51% also have likes from fans and 41% have posts with comments from fans. The average number of fans per page is high as well, about 40,884 fans per account.
Since the interaction created on YouTube is covered on larger time span, the companies' activity for one month has been analysed. Results show that 68% of the companies uploaded new videos and 76% of channels also got feedback from viewers.
The blog activity of the top 100 Fortune companies was analysed throughout a month, revealing a rather low involvement of companies. Only 36% of corporate blogs had posts during that month! The feedback they got from viewers was better, 54% having blog comments.
Last but not least, the research gives an overview of the companies' average number of accounts per company. Results show that most companies have an average number of 4.2 Twitter accounts, 2.1 Facebook accounts, 1.8 YouTube channels and 4.2 blogs running.
In nutshell based on the results of this study we can conclude that fortune 100 companies are quite actively using Social Media channels to get attention from their audience. More than 85% of Fortune 100 American and European companies are using at least one social media channel and all over the globe more than 80% tweet company news regularly. Their Facebook presence has been very effective, with an average Fan base of more than 40K per account. They are not neglecting the power of videos either, nearly 70% of them upload company videos time to time and their followers do comment on the videos. However they are not utilising blogging that effectively. With the increase in people using social media networks for expressing more and more it is important for all the businesses to start listening and engaging their loyal customers online.
Questions and Answers
Article Tags:
business blog
,online marketing strategy
,online reputation management
,social media
,social media marketing
,social networking company
,social networks
,youtube
In today's online gusher of consumer opinion – dialogue, reviews and rumors come in little spurts and splash on a variety of different websites, blogs and as well comments to those blogs. It's important for all businesses to understand what people are saying, knowing customer trends, and must see how they stack up against their rivals.
The day of obscurity is no longer a challenge to overcome. Social media marketing (SMM) has wiped out the concept of obscurity or the need for feverish marketing strategies to be counted among the who's who in the business or professional yellow pages. Social media involvement can help you keep customers, find and develop new ones, and manage your business reputation among other benefits. SMM as a new addition to your traditiona
SM is an umbrella term that encompasses the technologies and the activities that people use to share experiences, ideas and information with each other. The term is still evolving. The term "SOCIAL MEDIA" most often refers to activities that integrate technology, social (or human) interaction, and the construction of words, pictures, videos and audio – better known as "user generated content" [an example of UGC would be videos on YouTube.]
As social media use is increasing at an incredibly fast pace lately, more and more ecommerce businesses are investing time in learning how to add social media marketing to their existing marketing mix.
LinkedIn is one of the most powerful social media marketing tools for business owners of professional service firms and yet it is generally poorly used. Here are some ideas for taking your firm to the next level using LinkedIn.
Many of the people who are running small businesses are afraid that they will be beaten by the large businesses as they have better resources to capture customers. Though they may have resources but it is not the only thing that is needed to create success. Use of the right strategy can enable a firm to make its business successful. A very important thing for success is to be flexible.
Lately, the Australian Marketing Institute Breakfast meeting held a conference using a theme "Where to Next.". Three of the greatest digital marketing trends in Australia were delivered and the topic got emphasis.
We are reaching an era where "forcing" your brand name in front of the eyes and ears of your target audience is long gone, and permission-based marketing is becoming the only way to effectively expose your product and service offerings.
Unlike earlier days, you might not find it difficult to send large files due to the availability of advanced file sharing services. However, you need to pick the right file transfer service to avoid unnecessary frustration or confusion later.
Online video ads have become the norm of Internet surfing. Businesses use online video ads to promote products, explain services, or talk about company news. Publishers get paid for promoting business videos with ads on their website.
Anyone who does the laundry in their home knows that there's more to looking after clothes than loading a washing machine and dryer! In fact at times this continuous chore can seem daunting.
Outlook is most important for a person. Every person wants to have superb clothing for themselves. As far as baby clothing is concern it should be trendy and comfortable. There must be some outlet for elegant clothing ideas that is easily accessible with reasonable prices for the goods needed by everybody in a home.
Now, for even more space in the bedroom you need to look at all areas to see if you can use them for storage. A favorite place is under the bed, hidden out of sight, but incredibly useful. Maximize this area with the brilliant concept of Vacuum Storage!
Many people will be experiencing one of the current hosepipe bans which most suppliers expect to last all Summer, perhaps into Autumn and beyond. The BBC reported that it will effect about 20 million people and those who flout it could fined up to £1,000.
It is often common for a person to have sudden break from the breakfast whenever some more important work has to be done urgently. The remaining food then has to be kept stored properly in order to protect it from the environment.
Discuss this Article
