Twitter tops social media for Fortune 100 companies

NEW YORK: Twitter is the social media channel of choice for Fortune 100 companies when compared to the use of corporate blogs and Facebook, according to a study from Burson-Marsteller and Proof Digital Media.

NEW YORK: Twitter is the social media channel of choice for Fortune 100 companies when compared to the use of corporate blogs and Facebook, according to a study from Burson-Marsteller and its wholly-owned subsidiary, Proof Digital Media. In its Fortune 100 Social Media Study released last week, the agency found that 54% of Fortune 100 companies are active on Twitter, compared to 32% with active corporate blogs, and 29% with active Facebook fan pages.

"Given that Twitter is so much easier to adapt to, and it is easy to do [with] little bursts of messages, adoption has grown very rapidly," Erin Byrne, CEO of Proof and digital media strategist for Burson, told PRWeek.

The study found that Twitter is most often used for news and announcements (94%), customer service (67%), promotions and deals (57%), and job postings (11%). Facebook fan pages are more consumer focused, with promotions, product information, and philanthropy and community service announcements. Content on corporate blogs, the study found, falls into categories of current projects, external initiatives, and community involvement.

Twenty-one percent of companies are using only one of the three surveyed social media channels, and of those companies, 76% are using Twitter. Forty percent are not using any social media channels, while 21% are using two channels, and 17% are using all three.

"[The data] supports Twitter being the platform of choice, but then I think it also opens up a series of questions about if Twitter is really deep enough to create a meaningful dialogue," Byrne said.

According to the study, the technology industry is the most active sector on Twitter with brands like Dell, IBM, Intel, Microsoft, Cisco, and HP all having multiple accounts.

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