Burson-Marsteller study finds YouTube is the fastest growing platform among Fortune Global 100 in the Global Social Media Check-up 2012
The Third Annual Burson-Marsteller Global Social Media Check-up has revealed that according to new data YouTube is the fastest growing platform among the Fortune Global 100.
Companies in the Fortune Global 100 were mentioned a total of 10,400,132 times online during a month-long period. The majority of these mentions happened on Twitter, according to the Burson-Marsteller Global Social Media Check-up, which includes new data provided by Visible Technologies, the leader in social media monitoring, analytics and services for enterprises globally.
View the top 5 findings here – B-M Global Social Media Check-up 2012 Infographic.pdf
The Burson-Marsteller Global Social Media Check-up 2012 examined the Fortune Global 100’s use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus. This year, Visible Technologies provided data on social media users’ discussions of companies online.
In 2012, the vast majority of companies (87%) are using at least one of the major social platforms to communicate with online stakeholders, with by far the largest growth in corporate usage occurring on YouTube. The study found there has been a 39% jump in the number of companies with a branded YouTube channel. 79% of companies in the study are now using a branded YouTube channel, compared to 57% in 2011. These channels each average more than two million views and 1,669 subscribers.
The study found that Twitter is still the most popular platform for both companies and for online discussions about these companies. Indeed, 82% of Fortune Global 100 companies have at least one Twitter account, while each company was mentioned an average of 55,970 times on Twitter.
Says Mark Penn, Burson-Marsteller Worldwide CEO: “This year’s study shows an interesting trend in the increase of content creation among the Fortune Global100. Since 2010, it has been interesting to see the companies’ use evolve from broadcasting to engagement to content creation. Companies are now integrating more original multimedia content to share with followers on Twitter, Facebook and YouTube.”
Stakeholders are also following global companies closely. Since 2011, the average number of followers per corporate Twitter account has nearly tripled to 14,709 from 5,076. On Facebook, the average number of likes per company page has increased by 275 percent since 2010 to 152,646 likes in 2012.
Says Carly Yanco, head of digital, Burson-Marsteller Australia: “With predictions that video content is going to comprise of about 90% of internet traffic in the next few years it makes sense that there’s been a surge in companies investing in video-based platforms, such as YouTube. It’s also great to see that a large proportion of companies are responding to, and engaging with, their audiences online, rather than just establishing platforms to push out content.
“Australians are some of the world’s most prolific users of social media so companies need to be continually evolving their strategies to ensure they are using these platforms in ways that benefit their business as well as their customers.”
Other key findings include:
- Fortune Global 100 companies have more accounts on each platform than ever before with an average of: 10.1 Twitter accounts, 10.4 Facebook pages, 8.1 YouTube channels and 2.6 Google Plus pages.
- 74% of companies studied have a Facebook page.
- 93% percent of corporate Facebook pages are updated weekly.
- 48% percent of companies are now on Google Plus.
- Each corporate Facebook page has an average of 6,101 people talking about it.