Facebook Cited as Most Effective Social Networking Tool Among Inc. 500
America's fastest-growing private companies, known as the Inc. 500, cite Facebook as the most effective social networking tool, according to a recent study by the Center for Marketing Research at the University of Massachusetts Dartmouth and the Society for New Communications Research.
The research found the social networking is most popular among the Inc. 500 with 71 percent having Facebook pages for their business and 59 percent having Twitter accounts. Forty-four percent cite Facebook as the single most effective social platform, and 56 percent say social media is "very important" to their marketing strategy. Facebook is also used by 57 percent to recruit and evaluate potential employees.
Other notable finding on social media adoption include:
• 83 percent of the Inc. 500 use at least one of the social media tools studied; and
• government services, energy and finance companies make up the 54 percent of those not currently using any social media platforms.
Fifty percent of the Inc. 500 have corporate blogs, which is a 45 percent increase vs. a year ago. And, what's more, 34 percent of those with blogs have created policies to govern blogging done by the company's employees.
"This clearly demonstrates the growing importance of social media to this segment of the business world," Nora Ganim Barnes, author of the study, said in a company press release. "These fast growing companies drive the American economy. Their willingness to interact so transparently via interactive technologies with their stakeholders defines them. It will be interesting to watch as they expand their adoption of social media tools and see if they influence some of their non-user peers to join them."