Fortune 500's Increased Blog Adoption By 6% According to a 7th Annual Benchmarking Study
07/11/2013

Twitter is used by 77% of Fortune 500 Companies making it their first choice tool followed by Facebook and YouTube According to a Study by the University of Massachusetts Dartmouth Center for Marketing Research

Online PR News – 11-July-2013 – San Jose, CA/Dartmouth, MA – In the past year, the Fortune 500 have increased their adoption of blogging by 6%, their use of Twitter for corporate communications by 4% and their use of Facebook pages by 4%. Sixty-nine percent of the 2013 Fortune 500 use YouTube, an increase of 7% from 2012. These was among the key findings of the latest benchmarking study conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Co-Chair of the Society for New Communications Research and Director of the Center for Marketing Research at the University of Massachusetts Dartmouth.

The new report is the outcome of a statistically sound study of the 2013 Fortune 500 list. The study examined these institutions to quantify their adoption of social media tools and technologies. This is the seventh year that Barnes has tracked social media usage by this sector, and it is the only statistically sound longitudinal study of its kind with every company in the Fortune 500 included. Key findings of this study include:

• In 2013, 171 companies (34%) had corporate blogs showing the largest increase in use of this tool since the 2008 study of the Fortune 500.

• Companies that blog include two of the top five corporations (WalMart and Exxon), leaving the other three (Chevron, Phillips 66 and Berkshire Hathaway) without a public-facing blog.

• Three hundred eighty-seven (77%) of the Fortune 500 have corporate Twitter accounts with a tweet in the past thirty days. This represents a 4% increase since 2012.

• Facebook, new to the Fortune 500 list, has the highest number of followers on Twitter, followed by Google, Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways and Southwest Airlines.

• Three hundred forty-eight (70%) of the Fortune 500 are now on Facebook. This represents a 4% increase since 2012.

• In 2012 one hundred fifteen companies (23%) had neither a Twitter account nor a Facebook account. This year that number has dropped to eighty-four companies (17%).

• Approximately 40 companies of the Fortune 500 are now using Instagram, Pinterest and/or Foursquare

“The adoption of blogs by the Fortune 500 shows interest in thought leadership, creating conversation in some depth and generating original content,” stated Barnes. "It is exciting to see this mature tool grabbing hold when many of the newer tools tout brevity and speed as their major features."

“This is a group that now seems comfortable," she continued. "And even excited with its new found ability to engage its vendors, partners, customers and others in ways that could not have been imagined when most of their corporations began."

A full copy of the new research report as well as an info graphic version of the results can be downloaded at: http://www.umassd.edu/cmr/studiesresearch./

Barnes can be reached at nbarnes@umassd.edu.

Additionally, Barnes will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research.

About the Center for Marketing Research at the University of Massachusetts Dartmouth:
To facilitate the economic development of the region by providing an affordable, high-quality economic alternative to meeting business needs for research, training, and consulting in any and all aspects of Marketing. The Center for Marketing Research is associated with and maintains a close relationship with the Chambers of Commerce within southeastern Massachusetts. This unique relationship provides the Center with an effective business networking capability. For more information, visit http://www.umassd.edu/cmr/.

About the Society for New Communications Research (SNCR):
The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, visit http://sncr.org.

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