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Fortune 500 companies getting into Twitter

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The Fortune 500’s use of blogs, online video, and podcasts continues to increase, but Twitter was the social media channel of choice in 2009, according to a study by the Society for New Communications Research (SNCR) and Financial Insite.

The study, “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” was conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Chair of the Society for New Communications Research and Chancellor Professor of Marketing at the University of Massachusetts Dartmouth and Eric Mattson, CEO of Financial Insite Inc., a Seattle-based research firm.

Large number of Fortune 500 companies got into Twitter, report says

Large number of Fortune 500 companies got into Twitter, report says

The new report is the outcome of a statistically sound study of the Fortune 500. The study examined the 2009 Fortune 500 in an attempt to quantify their adoption of social media tools and technologies. This is the second year that Barnes and Mattson have tracked social media adoption among the Fortune 500, and theirs is the only statistically sound longitudinal study of its kind.

The 2009 study’s key findings include:

  • 22% (108) of the primary corporations listed in the 2009 Fortune 500 have a public-facing corporate blog. This represents a six percent increase over the 2008 study.
  • 86% of these blogs (93) link directly to a corporate twitter account, a 300% increase over the 2008 study. (Note: More Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs.)
  • 35% (173) of the Fortune 500 have active Twitter accounts (a post within the past thirty days); and nearly 50% of the top 100 companies (47) have a Twitter account.
  • 80% — four of the top five corporations – Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently post on their Twitter accounts. The number one ranked company, Exxon Mobil, does not have a Twitter account.
  • The insurance industry has the most Twitter accounts (13).
  • 19% of the 2009 Fortune 500 is podcasting, a three percent increase over the 2008 study
  • 31% are incorporating online video into their blog sites, a 10% increase over 2008

“The continued steady adoption of blogs and the explosive growth of Twitter among Fortune 500 companies demonstrate the growing importance of social media in the business world,” stated Barnes. “These large and leading companies drive the American economy, and to a large extent, the world economy. Surely a willingness to interact more transparently via these new technologies with their stakeholders is a positive step. Where this leads will be fascinating to watch!”

“As social media become more integrated with a variety of business functions both internally and externally at companies, we continue to see a steadily growing adoption of blogs, Twitter, online video, podcasts and other new communications channels,” added Mattson.

About this study

A full copy of the 17-page research report, “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” can be downloaded at the link below.

Additionally, Barnes and Mattson 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 and will present the findings via a web-based briefing and at the Society for New Communications Research’s annual research symposium.

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.

Blogging loses appeal for US teenagers

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A U.S. study has indicated that US teenagers are losing interest in blogging and switching to shorter and more mobile forms of communication.

Blogging loses appeal for US teenagers - But teens are not using Twitter in large numbers. While teens were bigger users of almost all other online applications, Twitter was an exception, the study found.

Blogging loses appeal for US teenagers – Facebook and Twitter fall to the bottom of the list. Only 19% believe that posts from friends influence them to make a purchase, and 11% cite posts from brands.

The number of 12 to 17-year-olds in the US who blog has halved to 14% since 2006, according to a survey for the Pew Internet and American Life Project. It suggests they prefer making short postings on social networking sites, and going online on mobile phones.

But the study also found a modest rise in blogging by those aged 30 and older. The increase from 7% in 2007 to 11% in 2009 is believed to be responsible for the prevalence of blogging within the overall adult internet population remaining steady at roughly 10%.

Micro-blogging

The study released on Wednesday found that blogging had steadily declined in popularity among both teens and young adults to 14%.

As the tools and technology embedded in social networking sites changed, and use of the sites continued to grow, young people appeared to be exchanging “macro-blogging” for “micro-blogging” with status updates, it concluded.

Amanda Lenhart, a senior researcher for Pew and the lead author of the study, told the Associated Press that the ability to do status updates had “kind of sucked the life out of long-form blogging”.

More young people – 55% of 18-29 year-olds and 27% of 12-17 year-olds – were also accessing the internet from their mobile phones, increasing the need for brevity. One student said teenagers had lost interest in blogging because they needed to type quickly and “people don’t find reading that fun”.

But teens are not using Twitter in large numbers. While teens were bigger users of almost all other online applications, Twitter was an exception, the study found.

Ms Lenhart doubts that blogging will disappear. She believes those who blog for personal reasons will instead focus more often on important events such as a wedding, a trip or the birth of baby.

Source: BBC

A brief introduction to Social Media

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What is your Social Media goal?

Social media sites are becoming a major strategy for brands and business.

What tools should we use to get a return on our social media efforts?

Use them all. But use the tools for different purposes and audiences.

When you are on Twitter you are everybody’s friend. Simple as that. Facebook is your home. Who do you entertain in your home? Facebook is the place where you can truly connect with your audience. LinkedIn is your office. There are thousands of social media sites: YouTube, Digg, Reddit, Delicious, hubspot, winelifetoday, univision.

Log in to our site and watch the rest of the introduction to Social Media presentation to learn Twitter basics and tips to increase your follower base. Do not overextend yourself on social media and increase your connections!

 

Click on social media presentation to advance