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18/07/2012 by
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The Global Social Media Check Up 2012

Burson-Marsteller launched it’s annual study of how companies adapt social media back in 2010. At that time the Fortune 100 companies were just starting to perceive social media as a real, functional communication channel and most of them used it to publish corporate info.

Burson-Marsteller's Global Social Media Check Up 2012

But as times are changing, so does the companies and their understanding of social media – they became more active and changed their approach from one way communication to dialogue. What about 2012? What are the findings of this year’s Global Social Media Check Up?

The Burson-Marsteller Global Social Media Check-Up 2012 examined the Fortune Global 100’s use of  various social networks, among which were Facebook, Twitter, YouTube and for the first time also Google Plus and Pinterest.

The 2012 Global Social Media Check Up found out that most of the companies are learning from the mistakes they did in the past and are becoming more comfortable in social media and their use. They became more engaged, understood that social media is about content.

The study also shows that there’s a trend in the increase of content creation among these companies.

Interesting, but not shocking is that 87% of the Fortune 100 companies  use at least one of the major social networks to communicate.

And which is the most popular platform? Twitter! At least 82% of the 100 Fortune companies have one or more Twitter accounts.

Other key findings include:

Fortune Global 100 companies have more accounts on each platform than ever before with an average of: 10.1 Twitter accounts, 10.4 Facebook pages, 8.1 YouTube channels, 2.6 Google Plus pages and 2.0 Pinterest accounts.

  • Seventy-four percent of companies studied have a Facebook page.
  • Ninety-three percent of corporate Facebook pages are updated weekly.
  • Forty-eight percent of companies are now on Google Plus.
  • Twenty-five percent of companies have Pinterest accounts.
  • Each corporate Facebook page has an average of 6,101 people talking about it.

For more information please have a look at the The Global Social Media Check Up 2012 presentation or check the infographic below.

 

Infographic: Burson-Marsteller's Global Social Media Check-Up 2012

About this Study
Data was collected in February 2012 based on Fortune Global 100 companies’ social media activity on Twitter, Facebook, YouTube, Google Plus and Pinterest (gathered in July 2012). Sample size for countries/regions: U.S. = 29 companies, Europe = 45 companies, Asia-Pacific = 23 companies, Latin America = 3 companies. Comparisons were made to Burson-Marsteller’s first Fortune Global 100 Social Media Study, The Global Social Media Check-up 2010, published on February 23, 2010, and The Second Annual Global Social Media Check-up, published on February 15, 2011. Data was collected by Burson-Marsteller’s global research team. Visible Technologies also provided new data on how much consumers and other stakeholders discuss companies online.

About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 83 affiliate offices, together operating in 108 countries across six continents. Burson-Marsteller is a unit of WPP, the world’s leading communications services network. For more information, please visit bm.com.

 

Source: burson-marsteller.com/social
 

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