Recent research by the University of Massachussetts about the use of social media in the Fortune 500 has been published and identifies:
- One hundred and fourteen (23%) of the primary corporations listed on the 2011 F500 author a business blog – compare this however to the 2010 results for the Inc. 500 which shows that 50% have a corporate blog
- Three hundred eight (62%) of the 2011 F500 companies now have corporate Twitter accounts
- Two hundred eighty-nine (58%) of the 2011 F500 are now on Facebook.
The summary of the report comments that there is a slow down and even ‘retrenchment in the adoption of social media’.
Personally I think it is too early to say that.
There are still many organisations who have yet to use the three channels referenced and there is no review of the use of LinkedIn Company Pages or the use of online media such as podcasts and online video such as YouTube or webcasting and live streaming of corporate results and analyst briefings. These are areas I am sure will see greater adoption in the year ahead.
And as someone who has spent most of their corporate life in FTSE 100 companies these numbers do no suprise me – in my experience the use of new media is more likely to be incorpoorated in the brand plans of their products and services.
And frankly does it matter if the use of social media in the Fortune 500 is declining? As long as your business is finding a return from the investment that you are making in your digital and social media and that you have an eye on the trends that are relevant for your key marketing objectives in 2012 isn’t that all that matters to your executive?
Image: The University of Massachusetts Dartmouth Center for Marketing Research longitudinal studies of the Fortune 500, Inc. 500, charities, and higher education