Lots of big brands are embracing social media, but which platform is most popular? At least as far as Fortune 100 companies go, Twitter easily takes the top spot, according to a recent study from PR firm Burson-Marsteller.
According to their findings, 54 percent of the Fortune 100 have a Twitter presence, 32 percent have a blog, and 29 percent have an active Facebook Page. Moreover, at companies using only one of these tools, at 76 percent of them, the tool of choice is Twitter.
More interesting than these raw numbers, however, are some further insight into how Fortune 100 companies are using social media. Other key findings:
Of the Fortune 100 companies on Twitter, 94 percent use it for news/announcements, 67 percent for customers service, and 57 percent for deals and promotions.
The average Fortune 100 Twitter account has 5,234 followers. The median is 674 followers.
Twitter, it should be noted, had a fairly big head start on Facebook Pages, which only became a part of user’s news feed (i.e. – Twitter-like) earlier this year. Since then, many brands have experienced explosive growth on the social network – Starbucks, for example, now has better than 3.7 million fans. However, as far as blogs are concerned, Burson-Marsteller concludes that many companies are simply avoiding them and going directly to Twitter instead.
The complete results of the study can be found in the presentation embedded below: