The document summarizes the findings of a study on social media usage among the Fortune Global 100 companies. It found that over half (79%) use at least one major social media platform, with Twitter being the most popular (65%). Only 20% use all four platforms analyzed (Twitter, Facebook, YouTube, blogs). Usage varies by region, with the US having the highest rates across most platforms. Those that are active generally post frequently and engage with followers.
The Global Social Media Check-Up examined how the Global Fortune 100 are using popular social media platforms to communicate with their stakeholders.
The data for this study was collected between November 2009 and January 2010 among the top 100 companies of the 2009 Fortune Global 500 companies. Sample size for countries/regions: U.S. = 29 companies, Europe = 48 companies, Asia-Pacific = 20 companies, Latin America = 3 companies. Because of the low sample size for Latin America, data is only broken out for this region for overall activity rates. “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 Latin America Social Media Check-Up 2013Burson-Marsteller
This document summarizes the findings of Burson-Marsteller's 2012 Latin America Social Media Study. It examines the use of social media by the top 25 companies in 9 Latin American countries based on revenue. The study found that 87% of these companies now use at least one social media platform, up from 79% in 2010. Twitter use increased significantly, with the percentage of companies having Twitter accounts rising from 53% to 82%. Facebook remained the dominant platform, with company use rising from 50% to 74%. YouTube and blogs saw more modest growth. The document provides detailed statistics on social media adoption and metrics like follower counts by country and platform.
Burson Marsteller 2010 Global Social Media Check Up White PaperSumit Roy
The study found that most Fortune Global 100 companies have begun engaging on social media platforms like Twitter, Facebook, YouTube, and blogs. Specifically, 65% have Twitter accounts, 54% have Facebook pages, 50% have YouTube channels, and 33% maintain corporate blogs. While Asian companies lag behind in Twitter and Facebook use, they have higher rates of blogging. The study concludes that simple, responsible engagement in social media can help companies build relationships with stakeholders online but must ensure consistent branding across platforms.
The Global Social Media Check-up 2011 (Burson-Marsteller) - FEB2011Sociatria.com
Analiza (y compara con 2010) el uso que las 100 mayores empresas del mundo hacen de Facebook, Twitter, YouTube y blogs, con datos globales y por mercados. (En inglés)
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
Still Setting the Pace in Social Media: The First Longitudinal Study of Usage...Elizabeth Lupfer
This research shows that charitable organizations are still outpacing the business world and academia in their use of social media. In the latest study (2008) a remarkable eighty-nine percent of charitable organizations are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis. A majority (57%) of the organizations are blogging. Forty-five percent of those studied report social media is very important to their fundraising strategy. While these organizations are best known for their non-profit status and their fundraising campaigns, they demonstrate an acute, and still growing, awareness of the importance of Web 2.0 strategies in meeting their objectives.
The study examined social media use among Fortune 100 companies from July 2-17. It found that 76% use Twitter, 14% have active Facebook pages, and 10% maintain corporate blogs. Twitter is the dominant channel, with the average company having 5,234 followers but a median of only 674. The technology industry leads in social media adoption. Many companies use social media for news/updates, customer service, and promotions. [END SUMMARY]
The Global Social Media Check-Up examined how the Global Fortune 100 are using popular social media platforms to communicate with their stakeholders.
The data for this study was collected between November 2009 and January 2010 among the top 100 companies of the 2009 Fortune Global 500 companies. Sample size for countries/regions: U.S. = 29 companies, Europe = 48 companies, Asia-Pacific = 20 companies, Latin America = 3 companies. Because of the low sample size for Latin America, data is only broken out for this region for overall activity rates. “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 Latin America Social Media Check-Up 2013Burson-Marsteller
This document summarizes the findings of Burson-Marsteller's 2012 Latin America Social Media Study. It examines the use of social media by the top 25 companies in 9 Latin American countries based on revenue. The study found that 87% of these companies now use at least one social media platform, up from 79% in 2010. Twitter use increased significantly, with the percentage of companies having Twitter accounts rising from 53% to 82%. Facebook remained the dominant platform, with company use rising from 50% to 74%. YouTube and blogs saw more modest growth. The document provides detailed statistics on social media adoption and metrics like follower counts by country and platform.
Burson Marsteller 2010 Global Social Media Check Up White PaperSumit Roy
The study found that most Fortune Global 100 companies have begun engaging on social media platforms like Twitter, Facebook, YouTube, and blogs. Specifically, 65% have Twitter accounts, 54% have Facebook pages, 50% have YouTube channels, and 33% maintain corporate blogs. While Asian companies lag behind in Twitter and Facebook use, they have higher rates of blogging. The study concludes that simple, responsible engagement in social media can help companies build relationships with stakeholders online but must ensure consistent branding across platforms.
The Global Social Media Check-up 2011 (Burson-Marsteller) - FEB2011Sociatria.com
Analiza (y compara con 2010) el uso que las 100 mayores empresas del mundo hacen de Facebook, Twitter, YouTube y blogs, con datos globales y por mercados. (En inglés)
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
Still Setting the Pace in Social Media: The First Longitudinal Study of Usage...Elizabeth Lupfer
This research shows that charitable organizations are still outpacing the business world and academia in their use of social media. In the latest study (2008) a remarkable eighty-nine percent of charitable organizations are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis. A majority (57%) of the organizations are blogging. Forty-five percent of those studied report social media is very important to their fundraising strategy. While these organizations are best known for their non-profit status and their fundraising campaigns, they demonstrate an acute, and still growing, awareness of the importance of Web 2.0 strategies in meeting their objectives.
The study examined social media use among Fortune 100 companies from July 2-17. It found that 76% use Twitter, 14% have active Facebook pages, and 10% maintain corporate blogs. Twitter is the dominant channel, with the average company having 5,234 followers but a median of only 674. The technology industry leads in social media adoption. Many companies use social media for news/updates, customer service, and promotions. [END SUMMARY]
This white paper includes Twitter statistics so you understand more about Twitter platform and Twitter users. It also includes 9 creative marketing campaigns on Twitter.
Saving media: The UC Berkeley Media Technolgy SummitTara Hunt
Traditional media can learn three things from social media: relevance, interestingness, and engagement. To be relevant, media must deliver content that matters to readers. To be interesting, media should focus on readers rather than awards or page views. Engagement involves deeper interaction between media and readers and among readers. While traditional media faces challenges, blending social and traditional media may ensure its future survival.
This document summarizes a study of social media use among Fortune 100 companies. It finds that 54% have active Twitter accounts while 29% have active Facebook pages. Companies most commonly use Twitter to share news/updates, engage in customer service/direct marketing, and promote deals/contests. The largest Twitter accounts see steadily increasing follower counts. Facebook pages are used primarily for promotions and customer engagement. Many companies are actively using both Twitter and Facebook to connect with stakeholders.
U Mass Dartmouth Social Media Inthe 2009 Inc. 500Ann Honomichl
This document summarizes a study on social media usage among the Inc. 500, a list of the fastest growing private companies in the US. Some key findings:
- Social networking continues to be the most familiar social media among Inc. 500 companies, with 75% reporting being very familiar in 2009. Twitter was also very familiar to 62% despite only being added to the study in 2009.
- While familiarity and adoption of social networking and blogging continues to grow, usage of tools like message boards, online video and wikis has leveled off or declined. However, 52% of companies reported using Twitter, which was newly added.
- Importance of social media to companies' marketing strategies remains high
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
[Cimigo VN] Net citizens Việt Nam -2012Thuy-Vy Pham
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
This document provides an introduction to new and social media. It discusses how new media has led to specialization and real-time sharing of information. Traditional media involves one-way communication, while new and social media allow for interactive conversations. Extreme marketing in this space requires marketers to engage in real-time discussions and address criticisms directly. It also notes some challenges like information overload and risks of data mining. Overall, the document outlines key differences between traditional and new forms of media and their implications for marketing strategies.
This is about the problems of sewerage workers in Hyderabad, in Telugu. A hi-tech city which used human labour to clean its sewers and does not bother about how they work and live. It is time they are paid on par with the risk, and a white collar worker
El documento describe algunas tradiciones culinarias y actividades de ocio de México. La cocina mexicana se basa en alimentos como el maíz, los frijoles y el arroz, y un alimento importante es el chocolate. Los jóvenes mexicanos pasan tiempo con amigos en centros comerciales o clubes de baile, o practicando deportes. La música tradicional incluye el mariachi, con guitarras, violines y trompetas, y la ranchera solo con voz y guitarra, mientras que los estilos modernos son la banda
This document provides an overview of social media and its importance for B2B companies. It discusses how social media has become a major source of information for B2B buyers during their purchasing process. As a result, B2B marketers need to leverage social media to build their brand, generate awareness, and nurture leads. The guide covers fundamental social media concepts, different social media platforms, and how to incorporate social media throughout the entire revenue cycle, from early lead development to customer retention. It aims to educate B2B marketers on best practices for using social media effectively.
The document summarizes key findings from a study of social media use among Fortune Global 100 companies. Some of the main findings include:
- 65% of companies have active Twitter accounts, 54% have Facebook pages, and 50% have YouTube channels. Only 33% maintain corporate blogs.
- While most companies are active on at least one major social platform, only 20% use all four platforms examined in the study.
- Companies are highly active on the platforms they use, with 82% tweeting in the past week and 59% posting to Facebook in the past week.
- Engagement is occurring across platforms as many receive likes, comments and responses from stakeholders on posts and videos.
The document summarizes the findings of a study on Fortune Global 100 companies' use of social media platforms like Twitter, Facebook, YouTube and blogs. Some key findings include:
- The majority of Fortune Global 100 companies now use at least one social media platform, driven by a 34% increase among Asian companies.
- One-quarter of global companies are now active on all four major platforms studied.
- Twitter saw the greatest growth in adoption at 18%, followed by YouTube and Facebook.
- Companies increased the number of accounts on each platform to engage with regional/local stakeholders.
- The percentage of companies using Twitter grew significantly among Asian companies.
Estudio global social media check up 2011 - English VersionB-M Latam
Corporate use of social media increased across all major platforms in 2011 according to a study of Fortune Global 100 companies. The percentage of companies using at least one social media platform rose 6% overall, with Asian companies showing the largest growth. Twitter saw the biggest increase in adoption at 18%. Companies also expanded their presence by increasing the number of accounts per platform and becoming more engaged through behaviors like retweeting and @ mentions on Twitter. Asian companies led in engagement metrics like Facebook likes and YouTube views. Most companies utilized social media for sharing news and promotions while some demonstrated innovative uses for customer service and recruiting.
Corporate use of social media increased across all major platforms in 2011 according to a study of Fortune Global 100 companies. The percentage of companies using Twitter, Facebook, and YouTube all grew compared to 2010. Companies also increased their activity levels on these platforms by posting more frequently, interacting with users more, and expanding their presence with more accounts on each site. Asian companies especially expanded their use of social media over the past year.
The results of this study are compared to last year’s Burson-Marsteller “Global Social Media Check-up 2010,” which analyzed the social media presence of companies on the 2009 Fortune Global 100 list. While there was a slight shift from last year in the companies on the Fortune Global 100 list, this did not have a significant impact on results.
This white paper includes Twitter statistics so you understand more about Twitter platform and Twitter users. It also includes 9 creative marketing campaigns on Twitter.
Saving media: The UC Berkeley Media Technolgy SummitTara Hunt
Traditional media can learn three things from social media: relevance, interestingness, and engagement. To be relevant, media must deliver content that matters to readers. To be interesting, media should focus on readers rather than awards or page views. Engagement involves deeper interaction between media and readers and among readers. While traditional media faces challenges, blending social and traditional media may ensure its future survival.
This document summarizes a study of social media use among Fortune 100 companies. It finds that 54% have active Twitter accounts while 29% have active Facebook pages. Companies most commonly use Twitter to share news/updates, engage in customer service/direct marketing, and promote deals/contests. The largest Twitter accounts see steadily increasing follower counts. Facebook pages are used primarily for promotions and customer engagement. Many companies are actively using both Twitter and Facebook to connect with stakeholders.
U Mass Dartmouth Social Media Inthe 2009 Inc. 500Ann Honomichl
This document summarizes a study on social media usage among the Inc. 500, a list of the fastest growing private companies in the US. Some key findings:
- Social networking continues to be the most familiar social media among Inc. 500 companies, with 75% reporting being very familiar in 2009. Twitter was also very familiar to 62% despite only being added to the study in 2009.
- While familiarity and adoption of social networking and blogging continues to grow, usage of tools like message boards, online video and wikis has leveled off or declined. However, 52% of companies reported using Twitter, which was newly added.
- Importance of social media to companies' marketing strategies remains high
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
[Cimigo VN] Net citizens Việt Nam -2012Thuy-Vy Pham
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, businesses need to follow consumer eyeballs by engaging in the dialogue and leading the development of e-commerce and mechanisms to build trust in online purchasing.
Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
This document provides an introduction to new and social media. It discusses how new media has led to specialization and real-time sharing of information. Traditional media involves one-way communication, while new and social media allow for interactive conversations. Extreme marketing in this space requires marketers to engage in real-time discussions and address criticisms directly. It also notes some challenges like information overload and risks of data mining. Overall, the document outlines key differences between traditional and new forms of media and their implications for marketing strategies.
This is about the problems of sewerage workers in Hyderabad, in Telugu. A hi-tech city which used human labour to clean its sewers and does not bother about how they work and live. It is time they are paid on par with the risk, and a white collar worker
El documento describe algunas tradiciones culinarias y actividades de ocio de México. La cocina mexicana se basa en alimentos como el maíz, los frijoles y el arroz, y un alimento importante es el chocolate. Los jóvenes mexicanos pasan tiempo con amigos en centros comerciales o clubes de baile, o practicando deportes. La música tradicional incluye el mariachi, con guitarras, violines y trompetas, y la ranchera solo con voz y guitarra, mientras que los estilos modernos son la banda
This document provides an overview of social media and its importance for B2B companies. It discusses how social media has become a major source of information for B2B buyers during their purchasing process. As a result, B2B marketers need to leverage social media to build their brand, generate awareness, and nurture leads. The guide covers fundamental social media concepts, different social media platforms, and how to incorporate social media throughout the entire revenue cycle, from early lead development to customer retention. It aims to educate B2B marketers on best practices for using social media effectively.
The document summarizes key findings from a study of social media use among Fortune Global 100 companies. Some of the main findings include:
- 65% of companies have active Twitter accounts, 54% have Facebook pages, and 50% have YouTube channels. Only 33% maintain corporate blogs.
- While most companies are active on at least one major social platform, only 20% use all four platforms examined in the study.
- Companies are highly active on the platforms they use, with 82% tweeting in the past week and 59% posting to Facebook in the past week.
- Engagement is occurring across platforms as many receive likes, comments and responses from stakeholders on posts and videos.
The document summarizes the findings of a study on Fortune Global 100 companies' use of social media platforms like Twitter, Facebook, YouTube and blogs. Some key findings include:
- The majority of Fortune Global 100 companies now use at least one social media platform, driven by a 34% increase among Asian companies.
- One-quarter of global companies are now active on all four major platforms studied.
- Twitter saw the greatest growth in adoption at 18%, followed by YouTube and Facebook.
- Companies increased the number of accounts on each platform to engage with regional/local stakeholders.
- The percentage of companies using Twitter grew significantly among Asian companies.
Estudio global social media check up 2011 - English VersionB-M Latam
Corporate use of social media increased across all major platforms in 2011 according to a study of Fortune Global 100 companies. The percentage of companies using at least one social media platform rose 6% overall, with Asian companies showing the largest growth. Twitter saw the biggest increase in adoption at 18%. Companies also expanded their presence by increasing the number of accounts per platform and becoming more engaged through behaviors like retweeting and @ mentions on Twitter. Asian companies led in engagement metrics like Facebook likes and YouTube views. Most companies utilized social media for sharing news and promotions while some demonstrated innovative uses for customer service and recruiting.
Corporate use of social media increased across all major platforms in 2011 according to a study of Fortune Global 100 companies. The percentage of companies using Twitter, Facebook, and YouTube all grew compared to 2010. Companies also increased their activity levels on these platforms by posting more frequently, interacting with users more, and expanding their presence with more accounts on each site. Asian companies especially expanded their use of social media over the past year.
The results of this study are compared to last year’s Burson-Marsteller “Global Social Media Check-up 2010,” which analyzed the social media presence of companies on the 2009 Fortune Global 100 list. While there was a slight shift from last year in the companies on the Fortune Global 100 list, this did not have a significant impact on results.
The document discusses a study conducted by Burson-Marsteller examining social media use among Fortune 100 companies. The study found that 76% of Fortune 100 companies have official Twitter accounts, while 14% have Facebook pages and 10% have corporate blogs. 21% of companies use just one channel, most commonly Twitter, while 22% use two channels and 17% use all three channels. The technology industry is the most active on social media. The document provides examples of how Fortune 100 companies use Twitter for news/updates, customer service, promotions and other purposes.
76% of Fortune 100 companies use Twitter, while only 14% have active Facebook pages and 10% maintain corporate blogs. Twitter is the dominant social media platform, used primarily to share company news, engage customers, and promote products. Industries like technology have the highest rates of social media adoption, while healthcare trails. The number of followers on the largest Fortune 100 Twitter accounts is growing rapidly each month.
How Social is Changing the global Communications Landscape for Brandsdaniel_joerg
The document discusses key trends shaping the global social media landscape for brands. It identifies changing consumer behaviors, the changing media system, and changing perception management as the three major definers of the landscape. Brands are adapting by increasing their presence across major social media platforms like Facebook, Twitter, and YouTube. Regional differences in social media usage and best practices are also examined. Emerging trends discussed include the rise of curation, micro-volunteering, gamification, social career management, mobile health, social change campaigns, data visualization, social commerce, and group messaging.
Social Communication Summit 2011_Burson-MarstellerAndy Dae Shin
The document discusses the evolution and global reach of social media. Some key points:
- Facebook has over 500 million active users who spend 700 billion minutes per month on the platform. Over 70% of users are outside the US.
- Social media engagement is widespread globally, with over 80% of online users in countries like Australia, Japan, and China engaging with social media.
- Most Fortune 100 companies use at least one social media platform, whether for B2B or B2C purposes, and Asian companies have shown the largest increases in social media use.
- To be effective globally, social media use should understand diverse audiences, develop a strategy, monitor engagement, and define optimal local and global channel approaches.
Burson-Marsteller Asia-Pacific is a leading communications consultancy operating in 16 countries across Asia-Pacific. The report analyzes how 120 of Asia's top companies are using social media platforms like social networks, microblogs, corporate blogs and video sharing sites for corporate communications purposes. It finds that Asian companies significantly lag their global peers in adopting social media, with only 40% having branded social media channels compared to 79% of global Fortune 100 companies. Among Asian companies that do use social media, most focus on social networks for consumer marketing while being less active on microblogs, blogs and video. The report also notes that over half of Asian companies' social media accounts are inactive, suggesting many firms are unsure how to effectively
1. The document discusses the benefits of social media for small businesses and provides tips for an effective social media strategy.
2. It highlights that nearly half of small businesses now have a social media presence but few pay to advertise, and provides an overview of Facebook advertising basics.
3. The key recommendations are to define marketing goals, put Facebook in your marketing mix, create interesting and engaging content, encourage sharing, and advertise on Facebook to reach more people.
NIRI Capital Social Media and Investor Relations - January 6, 2010Darrell Heaps
Slides from a presentation I gave to the NIRI Capital Area Chapter on Jan 6, 2010. Some of the slides are repetitive from previous presentations. Includes an overview of the recent trends of how social media is being used for investor relations.
The document discusses how social media can be used for education advancement and engaging alumni. It notes that traditional advertising is no longer effective as audiences don't trust ads and are exposed to too many. Social media allows organizations to engage with audiences at no cost while building communities and facilitating conversations. It provides tips on how universities and alumni associations can utilize social media by developing strategies, deciding on appropriate platforms, and focusing on engagement and adding value over aggressive marketing.
What are the most Important trends in Social Media for Public Relations and Marketing in 2015? Explaining how the social media landscape will continue to change and how especially the public relations field needs to adapt.
This document summarizes a study conducted by Vanguard Leadership on the state of social media usage among Belgian companies. The study analyzed 540 companies to assess their visibility and engagement on social media platforms like Twitter, Facebook and LinkedIn. It found that 71% of companies have a social media presence, though only 25% of all companies and 33% of companies with a presence mention their profiles on their website. Monitoring efforts on these platforms were also examined.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
This document discusses social media as a social platform, marketing platform, customer service tool, and information sharing tool. It provides statistics on the growth and usage of popular social media sites like Facebook, Twitter, LinkedIn, and Flickr. It also gives examples of how companies like Old Spice and Comcast have used social media for marketing and customer service. The document argues that social media allows direct communication with customers and will be important for business success.
Social Media Disclosure - Is Now the Time? - June 14, 2011Darrell Heaps
The use of social media by institutional and retail investors is growing at a significant rate. Companies that have embraced social media as a core element of their disclosure are seeing a substantial increase in awareness of their company and their ability to attract and influence investors.
Based on these findings, on June 14, 2011 Q4 sponsored a Lunch ‘n’ Learn session at the 2011 NIRI Annual Conference which sought to answer this question:
‘Is now the time for all companies to adopt social media disclosure and move beyond compliance to a more efficient and effective model of disclosure?’
This document discusses the importance of social media for journalists, investors, and companies. It notes that journalists now search social media like Wikipedia, LinkedIn, YouTube, and Twitter for story ideas and information. Over 75% of institutional investors and analysts also use these sites to help make investment decisions. The document recommends that companies start blogs and have presences on sites like Twitter, Facebook, and LinkedIn to engage with customers and stakeholders. It provides examples of how large companies are using social media and notes that companies with blogs receive 97% more inbound links and 434% more indexed pages.
Similar to The Global Social Media Checkp Up 2010 (20)
2. Methodology
• 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 Communications 2
3. Most Global Companies Use At Least One Social Media Platform
More 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 Communications 3
4. Not Many Global Companies Use all Platforms Simultaneously
Only 20% of the major international companies are utilizing all four platforms to
engage with stakeholders.
Global Companies Using All Four Platforms
30% 28%
25%
25%
20%
20%
15%
15%
10%
5%
0%
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 4
5. Global Companies Find Value from Engaging in Social Media
Twitter 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 accounts Facebook fan pages YouTube channels Corporate blogs
Burson-Marsteller Evidence-Based Communications 5
6. Those Who Are Active Have Multiple Accounts in Each Channel
Global 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 Company
5
4.2 4.2
4
3
2.1
2 1.6
1
0
Twitter accounts Facebook fan YouTube Corporate blogs
pages channels
Base = companies with at least one account
Burson-Marsteller Evidence-Based Communications 6
7. Companies Recognize Value in Frequent and Sustained Engagement
Many 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 Participation
Social Media site Frequency of Activity Percent with Activity # of posts
Twitter Past week 82% 27 tweets
Facebook Past week 59% 3.6 posts
YouTube Past month 68% 10 videos
Blog Past month 36% 7 blog posts
Burson-Marsteller Evidence-Based Communications 7
9. Over 70% in the U.S. and Europe Have Twitter Presence
Almost 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 Accounts
80% 72% 71%
65% 67%
60%
40%
40%
20%
0%
Total U.S. Europe Asia-Pacific LatAm
Burson-Marsteller Evidence-Based Communications 9
10. Companies in all Regions are Talking on Twitter
The 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 Week
Total U.S. Europe Asia-Pacific
Percentage of Fortune Global 100
82% 82% 82% 84%
Accounts with tweets
Average Number of tweets 27 25 30 28
Burson-Marsteller Evidence-Based Communications 10
11. What Companies are Talking About on Twitter
Deutsche
Telekom Fiat UK used
uses @FIAT_UK for
@deutsch events and
eteteleko promotions like
m for Pink My Ride.
announcem
ents and
news.
The Home Depot
customer care team
uses
@HomeDepot for
customer service
purposes.
Burson-Marsteller Evidence-Based Communications 11
12. Stakeholders Want to Hear What Companies are Saying
Companies in each region have an average of at least 1,000 followers for each account, with
an overall average of 1,479 accounts, indicating that stakeholders want to hear what
companies have to say on Twitter. Forty-two percent of global companies are being tweeted
about. Particularly, almost one-half (48%) of U.S. companies are being tweeted about.
Interest in Companies on Twitter
Total U.S. Europe Asia-Pacific
Number of Followers Per Account 1,489 1,732 1,081 1,769
Percentage of Fortune 100 Companies
42% 48% 36% 33%
that Twitterers are Tweeting About
Burson-Marsteller Evidence-Based Communications 12
13. Companies are Responding to Others
While some companies are just using social media as another channel to disseminate
information, many are participating in dialogue with stakeholders. Thirty-eight percent of
companies are responding to people’s tweets. About one-third (32%) are retweeting
comments from others, particularly American companies (41%).
Corporate Responses and Retweets
60%
49%
43% 41%
40% 38%
32%
25% 23% 28%
20%
0%
Total U.S. Europe Asia-Pacific
Percent Responding to People's Tweets Percent Retweeting
Burson-Marsteller Evidence-Based Communications 13
14. Companies are Also Participating
Volkswagen’s @Volkswagen, run by their US
PR department, engages in conversations with
other users.
Verizon Communication’s @VerizonCareers
retweets content to help followers.
Burson-Marsteller Evidence-Based Communications 14
15. Companies are Also Following Others
Not only are companies responding to people’s tweets, they are taking the initiative to
follow others, building a more symbiotic relationship with Twitter users. In general,
companies have more followers than people they are following.
Number of Users Companies Follow
1,000 899
871
800 731
600
429
400
200
0
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 15
16. Companies on Twitter Have Multiple Active Accounts
Often activity on Twitter is led by a sub-division of the company or a regional office,
and not by the corporate headquarters. Many of the Fortune Global 100 companies
have multiple Twitter accounts; Samsung has at least 18 accounts and LG has 14, both
driving up the Asia-Pacific average of 5.4 accounts.
Number of Twitter Accounts Per Company
7 6.6
6 5.4
5
4.2
4
3 2.7
2
1
0
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 16
17. Companies on Twitter Have Multiple Active Accounts
For example, AT&T has multiple accounts for consumer information, corporate news,
local search, different communities and business information.
Burson-Marsteller Evidence-Based Communications 17
19. Over Half of Fortune Global 100 Companies Have Facebook Fan Pages
U.S. companies are the most prominent on Facebook, with over two-thirds (69%) having fan
pages. A lower percentage of European companies – albeit over half of them (52%) – have fan
pages. Lower percentages of Asian and Latin American companies are on Facebook. Asian
company Facebook fan pages are focused on Western stakeholders, not their local audiences.
Facebook Fan Pages
80%
69%
60% 54% 52%
40%
40% 33%
20%
0%
Total U.S Europe Asia-Pacific LatAm
Burson-Marsteller Evidence-Based Communications 19
20. Companies With Fan Pages are Fairly Engaged
Well over one-half (59%) of companies posted on their Facebook fan page in the past week,
and a much higher percentage of European companies had posts (82%). Companies in
Europe also posted more frequently (average of 5 posts in the past week) compared with the
overall average (3.6 posts). Most company postings are about general company news, and
product/promotion news that would be targeted to consumers.
Activity on Fan Pages in Past Week
Total U.S. Europe Asia-Pacific
Percentage of Fortune 100 Fan Pages with
59% 46% 82% 51%
Posts
Average Number of Posts 3.6 2.1 5.0 3.8
Burson-Marsteller Evidence-Based Communications 20
21. Corporate Fan Pages Have Tens of Thousands of Fans
The vast number of fans per page (average 40,884) demonstrates that people do want to
engage with companies on Facebook.
Number of Fans
60,000
53,941
50,000 46,400
40,884
40,000
30,000
23,971
20,000
10,000
-
Total U.S Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 21
22. Fan Pages Provide Venues for Fans to Voice Opinions
Many of the fans are active on the company pages, with 51% of the pages having “likes” from
fans in the past week and 43% having fan-initiated posts. Facebook fan pages have a unique
ability for allowing company stakeholders to initiate comments and present opinions in a
single location for both the company and other stakeholders to see. Many comments are
positive (i.e., “Love this!”) and some are specific complaints about products (many with
company responses).
Facebook Fan Activity on Corporate Fan Pages
Burson-Marsteller Evidence-Based Communications 22
23. Fan Pages Provide Venues for Fans to Voice Opinions
Vodafone UK’s 183,532 fans “like” and
comment on posts.
Target has 879,613 fans who like to
interact and post on the company’s page.
Burson-Marsteller Evidence-Based Communications 23
24. Companies Have Multiple Fan Pages
As with Twitter accounts, some companies have multiple fan pages. Within one company there
may be fan pages managed by different parts of the company, such as a regional division, a
product division, or a research division. Asia’s average is driven up by Sony which has at least
15 fan pages.
Number of Facebook Fan Pages per Company
6
4.9
4
2.1 1.9
2 1.6
0
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 24
25. Companies Have Multiple Fan Pages
Sony has different fan
pages for different
products and divisions.
Burson-Marsteller Evidence-Based Communications 25
27. U.S. Companies are Most Likely to Have YouTube Channels
Fifty-nine percent of U.S. companies in the Fortune Global 100 have YouTube channels
compared with 52% in Europe, 35% in Asia-Pacific and 33% in Latin America.
Entertainment/electronics and auto companies are most likely to have YouTube channels.
Proportion of Companies with YouTube Channels
70%
59%
60%
50% 52%
50%
40% 35% 33%
30%
20%
10%
0%
Total U.S. Europe Asia-Pacific LatAm
Burson-Marsteller Evidence-Based Communications 27
28. Companies are Actively Adding Videos to Their Channels
The majority of companies (68%) with YouTube channels have added videos in the past
month.
YouTube Activity in the Past Month
Total U.S. Europe Asia-Pacific
Percentage of Channels with
68% 77% 62% 71%
Posts
Average Number of Videos
10 12 10 5
Posted
Burson-Marsteller Evidence-Based Communications 28
29. Viewers Want to See Videos from Companies
Viewers are actively watching corporate videos. There was an average of 38,958 views per
video channel. Many viewers also maintain a relationship with the company via YouTube,
with an average of 452 subscribers per channel and 54% of the channels boasting
comments from viewers.
Viewer Activity on YouTube
Total U.S. Europe Asia-Pacific
Subscribers Per Channel* 452 576 389 383
Video Views Per Channel* 38,958 49,027 19,912 73,456
Percentage of Channels with Comments
54% 50% 52% 71%
from Viewers
*outliers have been removed
Burson-Marsteller Evidence-Based Communications 29
30. Global 100 Companies on YouTube
Companies like BMW are frequently
uploading videos to keep consumers
entertained.
BMW’s videos elicit comments and
engagement from fans.
Burson-Marsteller Evidence-Based Communications 30
31. Companies Have Multiple YouTube Channels
Companies with YouTube channels have more than one. While Asia-Pacific companies
in the Fortune 100 are least likely to have a YouTube channel, those that do (i.e., LG,
Sony and Hyundai) have more than one.
Number of YouTube Channels per Company
3
2.0
2 1.6 1.7
1.3
1
0
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 31
33. Blogs Are More Popular In Asia-Pacific
One-third of the Fortune Global 100 companies have active blogs. Corporate blogs are even
more popular in Asia-Pacific, partly because Asian corporations are still more comfortable
with online communications where they can closely manage the conversation.
60% Global 100 Companies with Blogs
50%
40% 34%
33% 33%
25%
20%
0%
Total U.S. Europe Asia-Pacific LatAm
Burson-Marsteller Evidence-Based Communications 33
34. Frequency of Blog Posts Varies Greatly
Companies with blogs publish updates with a variety of frequencies. Only 11% of active U.S.
company blogs had posts in the past three months as compared to 83% of European blogs and
77% of Asia-Pacific blogs. The U.S. blogs also had fewer blog posts. However, 90% of the U.S.
blogs had responses from readers demonstrating that they found the blog content engaging,
even if it was relatively infrequent.
Blog Activity in The Past Month
Total U.S. Europe Asia-Pacific
Percentage of Blogs with Posts* 36% 11% 83% 77%
Average Number of Blog Posts 7 3 10 14
Percentage of Blogs with Comments to Posts 76% 90% 73% 71%
*An active blog was defined as one with at least one post in the past 3 months. Burson-Marsteller Evidence-Based Communications 34
35. Those With Blogs Have Multiple Blogs
As with other forms of social media, companies that have blogs tend to have multiple blogs.
Multiple blogs allow multiple voices from the company to demonstrate expertise in their
specialty area.
Number of Corporate Blogs Per Company
10
8.9
8
6
4.2
4 3.1
2 1.5
0
Total U.S. Europe Asia-Pacific
Burson-Marsteller Evidence-Based Communications 35
37. 1. Monitor Your Own – And Competitors - Social Media Presence
• There are software platforms available that allow you to not only monitor
content but also track influence and sentiment.
• Conduct frequent searches on Twitter, Facebook, YouTube and via online
search to see what your stakeholders are saying about you – and also what
stakeholders find when they seek you out.
• Analyze the chatter about your company. It is valuable data that can serve
as a focus group of thousands to help you define your messaging moving
forward.
• Also, monitor what is being said about your competitors. Recognize that
this information is critical to managing the company’s reputation online.
• If you find corporate accounts developed by your employees, brands or
business units identify the source and ensure that the account is aligned
with your overall Corporate Social Media Strategy
Burson-Marsteller Evidence-Based Communications 37
38. 2. Get Top Management “Buy In”
• Encourage senior management to be aware of – and, optimally, participate
in social media - to foster appropriate participation by employees on behalf
of the company. Setting a positive example is the best method of social
media leadership.
Burson-Marsteller Evidence-Based Communications 38
39. 3. Develop a Social Media Strategy
• Base the strategy on overarching business objectives.
• Ensure a cohesive brand voice and corporate message.
• Establish the strategy on continuous social media involvement, not just
“campaigns.” The social media dialogue is on-going and your presence must
be constant also.
• Include resourcing and budget into the strategy that reflect a commitment
to continuous engagement in and measurement of social media.
• Conduct a Social Media Check-up to validate the organization’s current
online positioning. From there, it becomes more intuitive to develop a
strategy that meets business goals and is measurable.
Burson-Marsteller Evidence-Based Communications 39
40. 4. Define and Publish a Social Media Policy
• Acknowledge that the company realizes social media is becoming a critical
part of the way people communicate.
• Provide parameters for employees to engage in social media on behalf of
the business and define the implications around their participation.
• Allow for flexibility and creativity within a framework to give employees
critical guidance to leverage social media on behalf of the company.
• Ensure that employees understand both the policy and the strategy and
have resources available if and when they have questions
Burson-Marsteller Evidence-Based Communications 40
41. 5. Develop an Internal Structure
• Ensure your employees understand both the policy and the strategy and
have resources to turn to if and when they have questions.
• Have a well defined structure around social media management within the
organization. For some organizations that may involve one employee in the
communications function who is the known manager of your social media
strategy. In others it may involve a task-force approach with several
employees taking responsibility for different areas.
• Avoid an onerous process for your organization’s social media involvement,
but have simple guidelines that are flexible within the established
framework can prevent a chaotic social media presence.
Burson-Marsteller Evidence-Based Communications 41
42. 6. Contribute to the Community
• Take your cues from what stakeholders seem to be asking for and let them
influence your presence. For example, if consumers are asking about
product specifications online, create a Twitter account with updates about
new products and product hints and tips. If stakeholders are complaining
about product and service issues, develop a social media channel to receive
and respond to these issues.
• Use an authentic personal tone and provide content that is of value to
users. This involves creating content that contributes to the community and
helps them meet their needs as opposed to always providing content that is
marketing or promotional in nature. If your social media presence is
organized and consistent, stakeholders will find you and turn to you as a
resource.
Burson-Marsteller Evidence-Based Communications 42
43. 7. Participate in Good Times and in Bad
• Leverage negative feedback from stakeholders as an opportunity to share
the company’s point of view or set the record straight. While there may be
instances where a company should refrain from commenting, in general
stakeholders will be more impressed to know the company is listening to
complaints and trying to rectify problems.
• Develop a process in advance that defines how and when to respond to
negative content or misinformation posted in social media. This may involve
assessing influence of the social media site, the reach of the content, the
authority of the author, or the tone of the dialogue and then deciding
whether or not to proceed.
• Do not leave incorrect information unchallenged. Social media content is
highly searchable and can live forever. More often than not, responding
provides a mechanism to “be on the record” and ensures that others who
access the content also learn your point of view.
Burson-Marsteller Evidence-Based Communications 43
44. 8. Be Prepared to Respond in Real Time
• Be prepared to respond to a social media crisis immediately. The social
media conversation takes place in real time, and even 24 hours may be too
long to address a viral chain of negative dialogue about your brand.
Responding immediately can stave off reputation damage that may take
months to repair.
• Consider running a social media crisis simulation to put your crisis response
strategy to the test.
Burson-Marsteller Evidence-Based Communications 44
45. 9. Measure the Impact of Your Social Media Engagement
• Determine key metrics to track, such as numbers of followers, types of
comments from stakeholders, tone of comments, in order to gauge how
well your social media strategy is working.
• Conduct research with stakeholders to determine how your message is
coming across and if stakeholders are finding the company responsive via
social media channels.
• Consider social media engagement as another part of the marketing and
communications mix and incorporate social media measurement in the
organization’s broader measurement of overall brand reputation and sales.
Burson-Marsteller Evidence-Based Communications 45
46. Contacts
United States: Latin America: EMEA:
Erin Byrne Felix Leander Daniel Jorg
Chief Digital Strategist Digital Strategist EMEA Digital Practice Lead
212.614.4824 (305) 347-4392 +41313567362
Felix.Leander@BM.com Daniel.Jorg@bm.com
erin.byrne@proofdigitalmedia.com
www.Twitter.com/fleander www.twitter.com/danieljoerg
www.twitter.com/erinbyrne
Unites States: Asia Pacific:
B.L. Ochman Charles Pownall
Managing Director of Emerging Media Digital Strategist
Proof Integrated Media 65 6829 9350
b.l.ochman@proofdigitalmedia.com Digital Strategist
www.twitter.com/whatsnext Charles.Pownall@bm.com
www.twitter.com/cpownall
Burson-Marsteller Evidence-Based Communications 46