Burson-Marsteller's Global Social Media Checkup 2010
It is a report on the state of Social Media use in the corporate world, based on the Fortune Global 100 list. Data was collected from 29 U.S., 48 European, 20 Asia-Pacific and 3 Latin American companies between November 2009 and January 2010. Accounts were considered “Active” if they had at least one post in the past 3 months.
Here’s an at-a-glance summary of what I see as the main findings:
Twitter is the most popular social media tool
among Fortune Global 100 companies, with 65% having a presence on the social network. A whopping 82% of the active accounts have tweeted in the past week at a high volume of 27 tweets each on average. Geographically, 72% of U.S. companies have Twitter accounts, like 71% of their European counterparts.
Some 42% of global companies are being tweeted about. Particularly, 48% of U.S. companies are being tweeted about.
Companies are using social media as another channel to disseminate announcements and news and also for customer service purposes. Now they also engage in conversations with users and stakeholders. Thus, 38% of companies are responding to people’s tweets. About 32% are retweeting comments from others, particularly American companies (41%).
Companies are also taking the initiative to follow others, building a more symbiotic relationship with Twitter users. In general, companies have more followers than people they are following.
Companies on Twitter have multiple active accounts: for example, AT&T has multiple accounts for consumer information, corporate news, local search, different communities and business information.
FACEBOOK Fan Pages
U.S. companies are the most prominent on Facebook, with 69% having fan pages. In Europe, the proportion falls to 52% and goes further down at Asian and Latin American companies. Specifically, Asian company Facebook fan pages are focused on Western stakeholders, not their local audiences.
In the past week, 59% of companies posted on their Facebook fan page, while 82% of European companies had posts. Companies in Europe also posted more frequently at an average of 5 posts in the past week, compared with the overall average of 3.6 posts.
As with Twitter accounts, some companies have multiple fan pages.
The vast number of fans per page (average 40,884) demonstrates that people do want to engage with companies on Facebook.
Facebook fan pages have a unique ability for allowing company stakeholders to initiate comments and present opinions in a single location for both the company and other stakeholders to see. Many comments are positive (i.e., “Love this!”) and some are specific complaints about products (many with company responses).
Fifty-nine percent of U.S. companies in the Fortune Global 100 have YouTube channels compared with 52% in Europe, 35% in Asia-Pacific and 33% in Latin America.
Viewers are actively watching corporate videos. There was an average of 38,958 views per video channel. Many viewers also maintain a relationship with the company via YouTube, with an average of 452 subscribers per channel and 54% of the channels boasting comments from viewers.
Companies like BMW are frequently uploading videos to keep consumers entertained. BMW’s videos elicit comments and engagement from fans.
While Asia-Pacific companies in the Fortune 100 are least likely to have a YouTube channel, those that do (i.e., LG, Sony and Hyundai) have more than one.
Corporate blogs are even more popular in Asia-Pacific, partly because Asian corporations are still more comfortable with online communications where they can closely manage the conversation.
As with other forms of social media, companies that have blogs tend to have multiple blogs. Multiple blogs allow multiple voices from the company to demonstrate expertise in their specialty area
Read all about those trends :