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Stat-a-Palooza: Big Companies & B2B “Going Social”

July 20, 2012

Kenny Chesney has a great song, “Going Coastal” which has become one of his many anthems to summer living.  We can’t help but wonder how the lyrics might play if changed to “Going Social”, which seems to be an emerging theme for big consumer companies and B2B players of all sizes.   We have recently discovered some interesting stats that we wanted to pass along.   If you are a New Market Entrepreneur looking to connect with big B2Cs or B2B’s, you might want to take a look at these stats.  Or you may simply looking to better leverage your own social media efforts by better understanding trends and best practices.  Either way, take a look!

First, 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 and Pinterest.  Key themes:  1) Social chatter about big companies is increasing,  2) Video creation is on the rise and big companies are moving deeper into social as engagement is becoming second nature, 3) Big companies are opening multiple accounts across platforms and 5) moving from broadcasting to content creation / 2-way dialog… favoring Twitter.  Some highlights:

  • 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.
  • In 2012, the vast majority of companies (87 percent) 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 percent jump in the percentage of companies with a branded YouTube channel. Seventy-nine percent of companies in the study are now using a branded YouTube channel compared to 57 percent in 2011. These channels each average more than two million views and 1,669 subscribers.
  • Still, the study found that Twitter is the most popular platform for both companies and for online discussions about these companies. Indeed, 82 percent of Fortune Global 100 companies have at least one Twitter account, while each company was mentioned an average of 55,970 times on Twitter.
  • This year’s study shows an interesting trend in the increase of content creation among the Fortune Global 100. .
  • 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.
  • People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organizations.
  • What’s even more impressive is how much companies are engaging back with followers. Seventy-nine percent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 percent of corporate Facebook pages are responding to comments on their walls and timelines.
  • 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, 2.6 Google Plus pages and 2.0 Pinterest accounts.
  • Seventy-four percent of companies studied have a Facebook page.
  • Ninety-three percent of corporate Facebook pages are updated weekly.
  • Forty-eight percent of companies are now on Google Plus.
  • Twenty-five percent of companies have Pinterest accounts.Each corporate Facebook page has an average of 6,101 people talking about it.

There is a great infographic here and a stats-packed online presentation deck here.  Check them out.

The next compilation is a collection of footnoted stats from the first half on 2012 that reflect best practices and general trends associated with B2B’s flocking to social media to get the word out.  72 Fascinating Social Media Marketing Facts and Statistics for 2012 offers a compelling compilation of stats that’s very difficult to summarize breaking down along these topical themes:

  • Social Media / Social Networking
  • User Experience
  • Lead Nurturing
  • Facebook
  • Twitter
  • Google and Google+
  • Pinterest
  • Tumblr
  • Mobile Marketing
  • SEO and Search Marketing
  • Blogging
  • Video and SlideShare
  • Social Demographics
  • Inbound and Content Marketing
  • Media and Online Advertising

Again, while the array of these B2B best-practice and overall trends stats is too broad to summarize, these’s something for everybody if you are a B2B looking to better leverage social media.




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