LinkedIn is The Tool of Choice Among The Inc. 500 According To A New Study

New Study By UMASS Dartmouth Center For Market Research Shows LinkedIn Is The Tool Of Choice But Sales Potential May Lie With Twitter

Online PR News – 27-March-2014 – Palo Alto, CA – LinkedIn continues to be the platform of choice among the Inc. 500 for the 2nd year in a row; however, these companies perceive Twitter has the greatest potential for sales growth, according to 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 study was Co-authored by Ava M. Lescault, MBA and Associate Director of the Center for Marketing Research.

The new report is the outcome of a statistically sound study of the companies listed on the 2013 Inc. 500 list. The study examined these institutions to quantify their adoption of social media tools and technologies, as well as plans for investment, monitoring and measuring their online strategies. 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. Key findings of this study include:

• Eighty-eight percent of Inc. 500 companies use LinkedIn, this is the tool of choice for the 2nd year in a row for the Inc. 500.

• Facebook saw a resurgence to 84% after dropping 7% in 2012.

• Seventy-four percent of Inc. 500 use Twitter, a 7% increase from 2012 and 52% of Inc. 500 maintain a blog, an increase of 8% from 2012.

• Fifty percent of Inc. 500 have a YouTube account, an 20% increase from 2012. 33% are active on Pinterest, an 15% increase from 2012. An increases in YouTube and Pinterest along with the use of Instagram, show that the visual media platforms are becoming increasingly more attractive to the Inc. 500.

• Monitoring a companies’ brands, products or name for the 2013 Inc. 500 companies, appears to be losing traction.

• Approximately two thirds of the 2013 Inc. 500 have made accommodations for mobile customers including providing downloadable apps or optimizing web for mobile.

“The Inc. 500 continue to make strategic decisions about their use of new communications tools, while also turning back to the mature tool of blogging. They are quickly moving into mobile and setting the pace for businesses in the US,” stated Barnes.

A full copy of the new research report and infographics can be downloaded at:

About the University of Massachusetts Dartmouth Center for Marketing Research:
The Center’s mission is 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. This work is primarily conducted by graduate and undergraduate marketing students. 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

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, think tank, and public service organization, dedicated to the advanced study of the latest developments in new and emerging communications tools and technologies such as digital, social media, and mobile, and their effect on business, culture, and society. For more information, visit:

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