Biggest Kids on the Block Becoming Bigger Fans of Social Media | sloanreview.mit.edu


 

Fortune 500 firms are taking a leap forward in their use of social media, from Facebook to Pinterest.

By Robert Berkman

The very largest corporations in the country — those who make up the Fortune 500 — are showing “the first signs of really embracing a range of social media tools.”

That’s the finding of a study undertaken this past summer by the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth.

Nora Ganim Barnes, the Director of the Center for Marketing Research at the University of Massachusetts Dartmouth and a Chancellor Professor of Marketing, Ava M. Lescault, the Assistant Director / Senior Research Associate at the Center and Justina Andonian, the Social Media Coordinator / Research Assistant at the Center, examined how companies from the 2012 Fortune 500 list were using blogs, Facebook, Twitter, YouTube and Pinterest.

Some of the more interesting findings include the discovery of many more Twitter accounts than blogs among Fortune 500 companies. Many companies are also doing specialty blogging and using their own YouTube channels.

Here are some details:

Blogging: A total of 139 companies, or 28% of the Fortune 500, had blogs. Those in the telecommunications industry had the most (40%); followed by commercial banks, specialty retail and utilities (25-30%). Several industries on the list — forest and paper products, railroads, tobacco, toys/sporting goods, real estate, building materials/glass and trucking and waste management — had no members with blogs.

What are these firms blogging about? While the purposes vary, Barnes says that her research shows that blogs are becoming more popular for branding and thought leadership, with some companies using the forums to discuss social concerns. For example, Exxon Mobil’s Perspectives blog often discusses environmental protection.

Using Social Media: Colleges And Universities Vs. Businesses

This is the interesting result emerging out of the last research report authored by Nora Ganim Barnes and Eric Mattson and entitled: “Social Media and College Admissions: Higher-Ed Beats Business in Adoption of New Tools for Third Year”.

As a matter of fact, the use of social media technologies inside academic institutions has increased significantly, especially if you look at the time period between 2007 to 2009. In fact, if you compare the results of this new report with the 2007 research paper on social media usage in academia, authored by the same authors and using the same metrics, you will see by yourself how significant the adoption of social media inside educational institutions has been.

In the last few years, academic institutions have indeed become more familiar with social media technologies like blogging, video blogging, social networks or podcasting, while effectively leveraging them to carry out highly-targeted marketing and student recruiting campaigns.

In particular, two findings inside this report highlight clearly this growing trend…


Colleges and universities in North America continue to increase their adoption and large scale use of social media technologies, outpacing both Fortune and Inc 500 on the blogging front. Besides using these to augment and extend their overall communication, learning and student support services, educational institutions have found a key use of social media inside their marketing and student recruiting strategies.

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Photo credit: Clipart

This is the interesting result emerging out of the last research report authored by Nora Ganim Barnes and Eric Mattson and entitled: “Social Media and College Admissions: Higher-Ed Beats Business in Adoption of New Tools for Third Year“.

As a matter of fact, the use of social media technologies inside academic institutions has increased significantly, especially if you look at the time period between 2007 to 2009. In fact, if you compare the results of this new report with the 2007 research paper on social media usage in academia, authored by the same authors and using the same metrics, you will see by yourself how significant the adoption of social media inside educational institutions has been.

In the last few years, academic institutions have indeed become more familiar with social media technologies like blogging, video blogging, social networks or podcasting, while effectively leveraging them to carry out highly-targeted marketing and student recruiting campaigns.

In particular, two findings inside this report highlight clearly this growing trend: Leer más “Using Social Media: Colleges And Universities Vs. Businesses”

Big Biz Embracing Twitter


– Mark Dolliver, Adweek
Fortune 500 companies got into the Twittering act in a big way last year, according to a study released by the Society for New Communications Research.

Thirty-five percent of Fortune 500 corporations had an active Twitter account as of last year (i.e., one with a post within the past 30 days), according to the study. Among the top 100 companies on the roster, 47 percent had a Twitter account. Twenty-two percent of all Fortune 500 companies had a “public-facing corporate blog,” and more than eight in 10 of those linked directly to a corporate Twitter account.
Leer más “Big Biz Embracing Twitter”