Burson-Marsteller Fortune Global 100 Social Media Study

The Global Social Media Check-up 2010Methodology• The sample was the companies on the Fortune Global 100 list. The sample breaks down as follows:• 29 U.S. companies• 48 European companies• 20 Asia-Pacific companies• 3 Latin American companies. (Because of the small sample size, results for the 3 Latin American companies is included in the overall results, but this data is not broken out in the detailed analysis.)• Data was collected between November 2009 and January 2010.• “Active” accounts have at least one post in the past 3 months.• Outliers have been noted.• Data was collected by Burson-Marsteller’s global research team.Burson-Marsteller Evidence-Based Communications2Most Global Companies Use At Least One Social Media PlatformMore than one-half (79%) of the top 100 companies in the Fortune Global 500 index are using at least one of the social media platforms (Twitter, Facebook, YouTube or corporate blogs) considered in this study.Burson-Marsteller Evidence-Based Communications3Not Many Global Companies Use all Platforms SimultaneouslyOnly 20% of the major international companies are utilizing all four platforms to engage with stakeholders. Global Companies Using All Four Platforms30%28%25%25%20%20%15%15%10%5%0%TotalU.S.EuropeAsia-PacificBurson-Marsteller Evidence-Based Communications4Global Companies Find Value from Engaging in Social MediaTwitter is the most popular social media tool among Fortune Global 100 companies, with almost two-thirds (65%) having a presence on the social network. At least one-half are reaching audiences through Facebook (54%) and YouTube (50%). One-third maintain corporate blogs.Percentage of Fortune Global 100 Companies with...70%65%60%54%50%50%40%33%30%20%10%0%Twitter accountsFacebook fan pagesYouTube channelsCorporate blogsBurson-Marsteller Evidence-Based Communications5Those Who Are Active Have Multiple Accounts in Each ChannelGlobal companies with Twitter accounts have an average of 4.2 accounts each, and AT&T, Nokia and Samsung have at least 15 accounts each. The number of blogs is also high, driven up by companies that have multiple blogs on their websites. Most often these blogs are all accessible from a single page on the company website, providing a consistent look and tone of the blogs, even if the subject matter of the blogs varies.Number of Accounts Per Company54.24.2432.121.610Twitter accounts Facebook fan YouTube Corporate blogspageschannelsBase = companies with at least one accountBurson-Marsteller Evidence-Based Communications6Companies Recognize Value in Frequent and Sustained EngagementMany companies have high activity levels on social networking sites. The vast majority with active Twitter accounts (82%) have tweeted in the past week and at a high volume (average of 27 tweets each). Fifty-nine percent have posted on their Facebook fan pages, 68% posted YouTube videos and 36% blogged.Frequency and Volume of Social Media ParticipationSocial Media siteFrequency of ActivityPercent with Activity# of postsTwitterPast week82%27 tweetsFacebookPast week59%3.6 postsYouTubePast month68%10 videosBlogPast month36%7 blog postsBurson-Marsteller Evidence-Based Communications7Burson-Marsteller Evidence-Based Communications8Over 70% in the U.S. and Europe Have Twitter PresenceAlmost two-thirds (65%) of the Fortune Global 100 have Twitter accounts, including similar percentages in the U.S. (72%) and Europe (71%). The average is driven down by Asian companies with only 40% on Twitter; Asian companies primarily use social media to communicate with their Western stakeholders. Twitter Accounts80%72%71%65%67%60%40%40%20%0%TotalU.S.EuropeAsia-PacificLatAmBurson-Marsteller Evidence-Based Communications9Companies in all Regions are Talking on TwitterThe high volume of activity includes news, promotional information, product information, relevant research, customer service and, to a lesser extent, HR postings. Fortune Global 100 Activity on Twitter in Past WeekTotalU.S.EuropeAsia-PacificPercentage of Fortune Global 100 82%82%82%84%Accounts with tweetsAverage Number of tweets27253028Burson-Marsteller Evidence-Based Communications 10