Social media use in Fortune 100 companies

PR agency Burson-Marsteller just published a very interesting study on how Fortune 100 companies embrace Social Media.

The study covered the 100 biggest companies on this planet (19 in the US, 48 in Europe, 20 in Asia-Pacific and 3 in Latin-America) and the data was collected between November 2009 and January 2010.

The social media touch points that were analyzed were Facebook, Twitter, Youtube and the corporate blog.

The study shows that most companies have “dipped their toes in the social media world”:

If we take a closer look at Europe, you can see that the results are rather surprising:

  • Twitter: 71% only 1% less than the US and 6% above average
  • Facebook: 52%, that is 2% under average
  • Youtube: 52%, 2% above average
  • Blogs: 25%, 8% under average and the lowest result of all 4 regions
  • Using the 4 platforms: 88% of the companies in Europe use at least 1 platfom, 15% use all 4

Thoughts

What is quite surprising is the performance of Twitter as a company use. The use of Twitter is still quite small in Europe compared to the US. The fact that the Twitter accounts in Europe count more tweets in 1 week makes this surprise even bigger, but the average number of followers per account brings things back to normal.

The use of Facebook is lower than average and might be because there are multiple also very popular networks in Europe (the Belgians from Netlog is one example) as where in the US, Facebook is nearly the only network that really counts.

Blogs aren’t definitely the EU companies’ cup of tea. They perform way below other regions.

Conclusion:

The study lays his finger on a rather interesting fact. The EU companies might be quite active (number of tweets, number of blog posts, …) but haven’t understood the full benefit of Social Media. They consider it as an additional media to shout their message to the people and not as a media where they can listen, interact and learn from their audience.

You can download the study here

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