The University of Massachusetts Dartmouth recently released its annual survey on the use of social media in “Fortune 500” (F500) companies; results indicate a spike in F500 implementation and activity on social platforms like Facebook, Twitter, and blog postings. According to the research, F500 companies are showing a renewed interest in how social media can be used for engagement, hiring, outreach, and corporate advancement.
Past survey results show Fortune 500 companies have typically lagged behind Inc. 500 companies in the realm of social media. However, the 2012 report shows, within the past year, F500 companies have increased their Facebook page usage by 8 percent, Twitter usage by 11 percent, and blog postings by 5 percent. At this time last year, 31 percent of F500 companies reported no activity on Twitter or Facebook; according to the survey, that number dropped to 23 percent in 2012.
To complete the research, UMass surveyed the top 500 F500 companies, which represent 71 different industries; of these industries, 54 reported using a blog and posting at least once every 30 days. Eight of the top 10 companies surveyed are not part of the 66 percent of F500 companies that reported using a Facebook page. In the 2011 survey, six of the top 10 F500 had an inactive Twitter account, but this year’s survey revealed that all six of those companies are now actively using Twitter.
The study states that “It is exciting to watch as these corporate giants embrace social media in a way they have not in the past. It will be interesting to see if their enthusiasm for social media continues.” According to the study, F500 companies have increased their presence in social media because it offers a new tool for how they can approach corporate interaction and success.
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