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Twitter Is The Number One Social Network Amongst Global Companies [STUDY]

Companies in the Fortune Global 100, an index which tracks the largest corporates in the U.S., Europe, Asia-Pacific and Latin America, received a total of some 10,400,132 online mentions during a month-long period, and the majority of those mentions were on Twitter.

Indeed, 82 percent of Fortune Global 100 companies have at least one Twitter account, top amongst all social networks, and each company was mentioned an average of 55,970 times on Twitter.

The third annual Burson-Marsteller Global Social Media Check-Up analyzed the social media activity of Fortune Global 100 firms – which includes such luminaries as Ford, Sony, AT&T, Honda and Walmart – on Twitter, Facebook, YouTube, Google+ and Pinterest in February 2012. The survey discovered that 87 percent of these companies are active on at least one social media channel, with Twitter leading the way.

Since 2011, the average number of followers for a corporate Twitter account has almost tripled, from 5,076 to 14,709.

Perhaps surprisingly, YouTube finished second in the poll, with 79 percent of Fortune Global 100 corporates now using a branded YouTube channel, compared to just 57 percent in 2010.

Facebook placed third, with 74 percent of companies having an active Facebook Page. 93 percent of corporate Facebook Pages are updated at least weekly, and the average number of Likes per Page has increased by a heady 275 percent since 2010 to 156,646.

A little under half (48 percent) of firms are now using Google+. A quarter (25 percent) of these companies have Pinterest accounts.

Overall, Fortune Global 100 organizations have an average of 10.1 Twitter accounts, 10.4 Facebook Pages, 8.1 YouTube channels, 2.6 Google+ pages and 2.0 Pinterest accounts.

“People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organizations,” said Burson-Marsteller Chief Global Digital Strategist Dallas Lawrence. “What’s even more impressive is how much companies are engaging back with followers. Seventy-nine percent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 percent of corporate Facebook pages are responding to comments on their walls and timelines.”

Further information on the survey’s findings can be seen in the presentation below.

(Source: Burson-Marsteller.)

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