Following a rise in the number of big brands adopting social media in the past few years, a new study has intimated that the growth may now have leveled off, according to an article published by Warc.

Carried out by the University of Massachusetts’ Center For Marketing Research and the Society For New Communications, the study focused on businesses in the Fortune 500 – a list that ranks the biggest American businesses based on their annual revenue.

The results displayed that the majority of firms on that list – 289 – had a presence on Facebook – a 58 per cent uptake.

For last year this uptake stood at 56 per cent – quite a modest growth.

Surprisingly, another site popular for social media marketing initiatives, Twitter was more popular with businesses on the Fortune 500, with 308 firms operating an account on the micro-blogging service – equivalent to 62 per cent; again though, only rising by 2 per cent on last year’s figure.

The study concluded: “Given that the F500 are the titans of American business, we may be seeing the slowdown in business adoption of social media. At very least, this group appears to have slowed or stopped its adoption of the three most prominent tools – blogging, Facebook and Twitter.”

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