Study: The world’s biggest companies are embracing social media

A vast majority of businesses in the Global Fortune 100 have a social media presence and many of them are engaging with their audience, according to a study.

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Businesses comprising the Global Fortune 100 are mentioned 10.4 million times a month on social media, the vast majority of which occurs on Twitter, according to Burson-Marsteller’s third-annual Social Media Check-Up.

Perhaps that explains why Twitter is the most popular social network among these companies, with 82 percent having a Twitter account. And the vast majority aren’t broadcasting messages—they’re engaging with consumers: 79 percent of corporate accounts attempt to engage on Twitter with retweets and @ mentions.

The Global Fortune 100 firms also follow more people on Twitter than they were in 2010. On average, a Twitter feed belonging to one of these companies follows 2,062 people—a 182 percent jump from two years ago. Meanwhile, the average number of people following the accounts has tripled in the last year to 14,709.

YouTube, which is the next most-popular platform, saw the sharpest increase in use among the Global Fortune 100. A full 79 percent have branded YouTube channels, marking a 39 percent spike from 2010. These YouTube channels average more than 2 million views and about 1,600 subscribers.

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