Content Marketing Blog

Twitter most popular social network among Fortune Global 100 companies: study

With so many surveys and studies being conducted about the use of social media, it can be difficult to know which set of results to believe.

Yesterday (July 18) I reported that Google+ was the preferred site for business people according to figures from the American Customer Service Satisfaction Index E-Business Report.

The comprehensive survey revealed that people were much more satisfied with Google+ than they were Facebook or Twitter.

Yet to what extent does satisfaction matter when it comes to having the most effective social media strategy?

Although people may prefer to use Google+, Facebook boasts an extraordinary amount of monthly active users and Twitter is quickly building a strong following.

So it makes sense that companies look to engage on the networks that have the most users, as this can enable them to connect with a broader and larger range of customers.

This seems to be the case according to one of the latest studies to come out of the United States.

The Burson-Marsteller Global Social Media Check-Up analysed the way the Fortune Global 100 companies were using social networks.

Researchers found that only 48 per cent of these enterprises were on Google+, compared to 74 per cent on Facebook and 82 per cent on Twitter.

Burson-Marsteller chief global digital strategist Dallas Lawrence said the findings also show that companies are successfully using social networks to share their fresh content with customers, and that even better – customers are responding.

"People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organisations," he said in a statement on Tuesday (July 17).

"What's even more impressive is how much companies are engaging back with followers. 79 per cent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 per cent of corporate Facebook pages are responding to comments on their walls and timelines."

Posted by Jess O'Connor