The 2014 edition of the University of Massachusetts Dartmouth Center for Marketing Research study on social media adoption among Fortune 500 companies offers insight into who’s using the major social media platforms and tools.
Key findings include:
- In 2014, 157 companies (31%) had corporate blogs showing a decrease of 3 percent in use of this tool in the past year.
- Two of the top five corporations, Wal-Mart Stores and Exxon Mobil, blog while the other three, Chevron, Apple and Berkshire Hathaway, do not have a public-facing blog.
- 413 companies (83%) of the Fortune 500 have corporate Twitter accounts with a tweet in the past thirty days. This represents a 6 percent increase since 2013.
- Facebook, in its second year on the Fortune 500 list, has the highest number of followers on Twitter, followed by Starbucks, Microsoft, Walt Disney Company, Whole Foods Market, Inc., Nike, Inc., and Intel Corporation. They also have the most Facebook fans along with Coca-Cola, The Walt Disney Company and Starbucks Corporation.
- 401 companies (80%) of the Fortune 500 are now on Facebook. This represents a 10 percent increase since 2013.
- Foursquare enjoyed the largest increase in adoption (42%), while Pinterest use increased by 27 percent and Instagram by 12 percent.
The study also provides some insight into social media use by industry. For example, all food consumer products companies on the list use Twitter.