How the Fortune Global 100 is using social media
Burson-Marsteller recently released the results of a social-media survey of the top 100 of Fortune’s Global 500. Here is a summary of the study:
“Burson-Marsteller’s Fortune Global 100 Social Media Check-up study demonstrates that most companies have dipped their toes in the social media world — some with a big splash and others with a timid ripple — and that simple, responsible engagement in social media can reap big rewards in building relationships with stakeholders online. We explored the use of social media among Fortune Global 100 companies based on their involvement in Twitter, Facebook, YouTube and corporate blogging."
"We found that each of these tools is being used extensively not only by corporate headquarters but also by local market offices, various divisions of the company and for one-time corporate events. To this extent, social media is providing great benefits and opportunities by helping different niches of a company reach their target audiences. But, it is also introducing challenges by creating mixed messages and tones and by leaving abandoned Twitter accounts and Facebook fan pages which may be detrimental to the brand. Companies must monitor their own social media presence to ensure a consistent brand message and to measure the impact of their social media engagement.”
You can get a cool infographic of the study. Or read Burson-Marsteller’s blog post about the study. Finally, you can get a PDF of the study itself.
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