The 100 Fortune Global companies are mentioned on the Internet 10,400,132 times per month. Most of these mentions take place on Twitter, according to the III ‘Global Social Media Check-up Study’ developed by Burson-Marsteller, which includes new data provided by Visible Technologies, leader in monitoring, analysis and social media services for companies global level.
Social Media Check-up 2012 by Burson-Marsteller examines the activity of the 100 Fortune Global companies on social networks, including Twitter, Facebook, YouTube and, for the first time, Google Plus. This year, Visible Technologies has provided data about the discussions about these companies by social network users.
In 2012, the vast majority of companies (87%) use, at least, one of the main platforms of social networks to communicate with their stakeholders. YouTube is by far the one that experiences the greatest growth in corporate users. Thus, 79% of the companies in the study currently have their own channel on YouTube, compared to 57% in 2011. These channels have, on average, more than two million visits and 1,669 subscribers.
However, the study states that Twitter is the most popular platform for companies and the one that gathers more discussions about them. In fact, 82% of the 100 Fortune Global have at least one Twitter account. Each company has been mentioned an average of 55,970 times in this social network.
“This year’s study shows an interesting growing trend in content creation among the 100 Fortune Global companies, ” said Mark Penn, CEO of Burson-Marsteller. “It has been very interesting to observe, since 2010, the evolution that the use of social networks has had in large companies, from dissemination to recruitment and creation of content. Now, companies are integrating more original multimedia content to share with their followers on Twitter, Facebook and YouTube. ”
Stakeholders are also closely following global companies. Compared to 2011, the average number of media followers per corporate Twitter account has almost tripled, from 5,076 to 14,709. On Facebook, the average of ‘I like’ for each corporate page has increased by 275% since 2010, to 152,646 ‘likes’ in 2012.
“People want to interact with these great companies, and these platforms are the direct bridge to the heart of these organizations,” said Dallas Lawrence, Head of Digital Strategy at Burson-Marsteller. “What is even more impressive is how companies are responding to their followers. 79% of corporate accounts try to participate in Twitter with retweets and mentions, and 70% of corporate Facebook pages respond to comments on their walls and timelines. ”
Other conclusions and relevant data
The 100 Fortune Global companies have more accounts than ever in each platform, with an average per company of: 10.1 accounts on Twitter, 10.4 Facebook pages, 8.1 channels on YouTube and 2.6 pages on Google Plus .
74% of the companies studied have a Facebook page.
93% of Facebook corporate pages are updated weekly.
48% of companies are now on Google Plus.
Each Facebook corporate page has an average of 6,101 people talking about them.