The Fortune Global 100 companies were mentioned online a total of 10.4 million times in one month, from blogs to forums to social media. The majority of these mentions – 5.6 million, or 54% – happened on Twitter.
The Burson-Marsteller Global Social Media Check-Up analyzed the activity of the Fortune Global 100 companies on Twitter, Facebook, YouTube, Google+ and Pinterest. Nearly 9 in 10 (87%) of these companies are active on at least one social channel – this number has increased 10% since 2010.
Twitter is the most popular platform among the Fortune Global 100 – 82% of companies have accounts. Since 2011, the average number of followers for a corporate Twitter account has nearly tripled, from 5,076 to 14,709. Each company was mentioned an average of 55,970 times on Twitter over the course of one month, compared to Facebook’s average of just 4,606 mentions over the same time period.
But the largest growth in corporate social media use took place on YouTube, with a 39% increase from last year. Nearly eight in ten (79%) of the Fortune Global 100 have a presence on YouTube, where each corporate channel averages 2 million views and 1,669 subscribers. The average number of channels per company on YouTube increased 200% in the past year, to 8.1.
Facebook lags behind both Twitter and YouTube, with 74% of the Fortune Global 100 maintaining a presence on the social network. However, the average number of likes per page has increased 275% since 2010.
Less than six months after Google+ opened up pages for businesses, 48% of the Fortune Global 100 have a Google+ presence. One-quarter (25%) of Fortune 100 companies have a presence on Pinterest.
Once they have a presence, how much are the Fortune Global 100 actually engaging on social media?
- 79% of corporate accounts on Twitter engage users via retweets and @ mentions
- 93% of Facebook pages are updated weekly
- 70% of corporate Facebook pages are responding to comments on their walls and timelines
Companies also have more accounts on each platform than ever before, an average of 10.1 Twitter accounts, 10.4 Facebook Pages, 8.1 YouTube channels, 2.6 Google+ pages and 2.0 Pinterest accounts. These multiple accounts are used to target consumers by geography, topic or service.
Here’s the infographic: