Micro blogging site Twitter is the most popular social network amongst companies in the Fortune Global 100, a recent study has found.

Conducted earlier in the year by Burson-Marsteller, the Global Social Media Check-Up 2012 focused on the activity undertaken by companies featured on the index – which includes a massive number of illustrious brands, such as Sony and Honda – on Pinterest, Google+, Facebook, Twitter and YouTube.

It was found that 87 per cent of the companies featured on the Fortune Global 100 had at least one active social media channel, with 82 per cent of them also operating an account on Twitter. The average number of followers these companies’ Twitter accounts possessed also increased from 5,076 to 14,709 – almost tripling in just a year.

Despite being extremely popular amongst social media marketing professionals, somewhat surprisingly Facebook trailed YouTube on the list, ranking in third position – with 74 per cent of companies on the index operating a page on the site.

Chief global digital strategist at Burson-Marsteller, Dallas Lawrence, stated: “People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organisations.

“What’s even more impressive is how much companies are engaging back with followers. Seventy-nine per cent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 per cent of corporate Facebook pages are responding to comments on their walls and timelines,” he added.

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