Do America’s largest companies use blogs and Twitter?
You bet they do.
Late last year, the Center for Marketing Research at the University of Massachusetts Dartmouth took a close look at social media use among the Fortune 500, Fortune Magazine’s list of the largest companies in the U.S.
The data revealed that:
122 percent of 2009 Fortune 500 companies have a public-facing corporate blog with a post in the past 12 months –that’s up from 16 percent in a similar study from 2008. Three of the top five corporations –Walmart (#2), Chevron (#3) and General Electric (#5) –have public-facing blogs; the two remaining in the top five, Exxon/Mobil (#1) and Conoco Philips (#4) do not.
2A whopping 90 percent of the Fortune 500 blogs take comments, have RSS feeds and take subscriptions. I find this interesting because typically, when I talk to clients, one of their top concerns regarding a blog is: How will we handle the comments? They worry that responding to comments will be overly time-consuming. Plus, they’re anxious about the possibility of negative feedback. (Stay tuned. I’ll address both of these concerns in a future post.)
3The percentage of Fortune 500 companies blogging pales in comparison to the percentage of Inc. 500 companies blogging. The Inc. 500 is a list of the fastest-growing, private companies in the U.S., and in 2009, the UMass Dartmouth researchers found that nearly half (45 percent) of them have a public-facing blog. What’s more, 91 percent of the Inc. 500 reported that they use at least one social media tool, and 44 percent of companies without a company blog said they plan to start one.
4More than one-third (35 percent) of the Fortune 500 have a Twitter account with a post within the past 30 days. Four of the top five corporations –Walmart, Chevron, ConocoPhillips and General Electric –consistently post on their Twitter accounts. Exxon/Mobil does not have a Twitter account.
The complete report, “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” is available here.
Photo credit: Geek and Poke