Global Corporations Using Social Media for Direct Contact With Customers
The Fortune Global 100 are becoming more and more comfortable with social media sites such as Facebook, Twitter, YouTube and corporate blogs, according to the second annual Burson-Marsteller Global Social Media Check-up.
Twitter has seen the biggest increase in use by Fortune Global 100 companies, with 12 percent growth versus last year. Use of YouTube and Facebook both increased 7 percent, followed by corporate blogging with a 3 percent increase.
Sixty-seven percent of those surveyed are directly engaging with their customers on Twitter by @mentioning and retweeting users’ comments. Use of the @mention functionality is up 76 percent from last year, while retweets saw an increase of 78 percent.
Of the companies on Facebook that allow two-way conversation via their wall, 57 percent directly respond to users’ posts. U.S. companies lead the way in Facebook interaction, with 89 percent allowing wall posts from "likers" and 72 percent responding back to those wall posts directly.
The percentage of Asian companies in the Fortune Global 100 with a Twitter account grew from 40 percent in 2010 to 67 percent in 2011. Seventy-seven percent of Asian companies with Twitter accounts are using the @mention functionality, and 62 percent of these Asian companies are retweeting content to their followers. Likewise, 50 percent of the Asian companies in the Fortune Global 100 now have a Facebook page, up from 40 percent last year.
Other key findings from the report include the following:
- 84 percent of the companies are active on at least one social media platform, compared to 79 percent last year;
- 25 percent of the companies are using all four platforms (Facebook, Twitter, YouTube, company blog), up 5 percent from 2010;
- 80 percent of the Fortune Global 100 companies were being mentioned or discussed on Twitter, almost twice as many as one year ago (42 percent); and
- the companies’ Facebook pages boast an average of 87,979 likes, up from 40,884 likes last year.