A recent study by Burson-Marsteller,via eMarketer, had some interesting findings for how Fortune 100 companies are using social media.
First, Twitter seems to be the social-media darling not just with mainstream media, but with the world's largest companies as well. According to the study, 54% of the Fortune 100 companies surveyed are active on Twitter. Another interesting stat is that 21 of the Fortune 100 companies use only Twitter or Facebook Pages or have a company blog. Of that 21%, 76% of those companies that only use one channel, use Twitter. Given that the tool can be picked up quickly, and is especially useful as a customer-service management tool for larger companies, these figures shouldn't be a big surprise.
Another interesting finding is that 32 of the Fortune 100 companies are blogging. This figure is over twice that of the Fortune 500 companies that are blogging. It's also a good sign because blogs require a solid time-commitment, much moreso than the average Twitter presence.
And finally, the study found that 60% of the Fortune 100 is using one of the three sites/tools of Twitter, Facebook Pages, or a blog. And 17% are using all three.
Now let's remember that not EVERY company should be using social media. BUT for larger companies, that have many more customers, using social media makes much more sense. As these companies have more customers, they also have more customers online, and likely have more customers that are online and using social media to discuss that company.
So it's good to see that most members of the Fortune 100 are at least experimenting with using social media to connect with their online customers. But the rate of adoption should probably be much higher, and likely will be in the next couple of years.