The Fortune 500 are moving towards the use of more visually rich platforms such as Instagram, according to the 8th annual study of the Fortune 500 social media usage by UMass-Dartmouth.
This may account for the decline of blogging for the second year in a row. LinkedIn retained its spot as the most used social media platform.
Instagram is Big Gainer
Instagram had a double-digit increase (13%) among the 2015 Fortune 500, which may account for some decline in the more content-rich blogs.
“Blogging is a mature tool,” said Dr. Nora Ganim Barnes, Director, Center for Marketing Research, University of Massachusetts, “but on many dimensions is not going to replaced in terms of ROI by other social media tools. This includes enhancing SEO, establishing thought leadership and developing far richer engagement through comments and discussion.”
Key Findings and Surprises
Among the key findings in percentage of Fortune 500 using these platforms:
- Twitter is more popular than Facebook (78% vs. 74%).
- Glassdoor (87%) has joined LinkedIn (93%) as a popular business tool
- The use of Instagram has increased by 13% pointing to more interest in visually rich platforms.
- Google+ continues to struggle for engagement. Only 166 of the F500 have accounts, and 116 (23%) are inactive.
- Nine corporations (2)% do not use any social media.
- Apple does not have Twitter accounts. Many consumer products companies use Twitter to enable customers to engage with customer service reps about service issues. The study doesn’t explain why, but a possible reason is that Apple has excellent telephone support and “Genius” bars in their stores with technicians who will fix problems with their products.
- Several of the Fortune 500 do not have Facebook accounts, including Exxon Mobile and Apple.
- Popular companies like Netflix and Expedia have joined the F500 for the first time.
You can access the complete study by clicking here.
The study concludes that the largest companies are “actively re-evaluating the social media tools they employ. There is evidence of change in their preferred communications tools. These changes should be of major interest to both social media platforms – that rely heavily on corporate advertising and use – and to smaller companies that typically follow the lead of their larger competitors and partners.”