A new report by Burson-Marsteller says that Fortune 100 companies are using social media marketing in an ever increasing way.
The study involved 32 U.S. companies, 47 European companies and 18 Asia Pacific firms (as well as three from Latin America). It looked into the social media activities of all 100 firms on the Fortune Global list, including the use of Facebook, Twitter, YouTube, blogs and other miscellaneous social networks.
Here are a few highlights of Burson-Marsteller’s findings:
- In 2010, U.S. Fortune 100 companies increased usage of social media platforms by 21% over 2009’s usage, while Asian companies utilized social media 32% more than the previous year.
- Twitter was used 18% more in 2010, and has become the most-used social media platform among Fortune 100 Global companies.
- Some 72% of U.S. Fortune 100 firms use Twitter (77% globally and 83% in Europe),
- Even though Twitter is becoming the most popular social media marketing tool among the Fortune 100, there are fewer “followers” on Twitter than there are “likes” on Facebook among fans of these companies.
- Corporate use of Facebook grew from 54% to 61% globally over the last year. Among U.S. firms, 72% use Facebook for social media marketing purposes.
- There was a 179% increase in the number of Facebook pages per U.S. Fortune 100 company over the last year (from 1.9 pages on average to 5.3).
- The number of Facebook “likes” per U.S. corporate page grew 189% (115% globally).
- In the last week before the study, 84% of the Fortune 100 companies surveyed posted Facebook updates.
That last statistic is an important one, because it illustrates the fact that companies like Wal-Mart, General Electric, IBM and AT&T see networking on Facebook as a central part of their marketing strategy. Why else would 84% of such companies spend the time to actively update their Facebook pages?
The bottom line is clear. If 100 of the most prestigious companies on the planet see social media marketing as an imperative strategy, shouldn’t the rest of the world think so, too?
It’s pretty obvious where we stand on that issue. How about you?