[tweetmeme]Corporations tweet more often than any other social media activity according to “The Global Social Media Check-up 2010,” just released by PR firm Burson-Marsteller. The firm examined the Fortune Global 100 and found Twitter activity was up by 18%, YouTube channels by 14%, Facebook up by 13% and blogging flat except in the U.S. where it was up by 29%.
The study also learned that companies are using Twitter to push out news while using Facebook to build communities. I found it somewhat surprising that the firm didn’t examine how companies are using LinkedIn which now has company accounts. Possibly it will be included in next’s year’s survey.
As the study points out, these statistics can be misleading. The use of social media is up dramatically in Asia (up 68% for Twitter) while it is flat in Europe. Also, the U.S. figures are skewed for Twitter and blogging. IBM went from 43 to 76 Twitter accounts and Walmart from 11 to 39. Hewlett-Packard increased its employee blogs to 83 and IBM has 86 employees blogging. Note to companies reading this: you can trust your employees to say the right things on Twitter, in corporate blogs and other social media.
Here is the company’s presentation of the findings, where you’ll find much more detail. The conclusion is obvious: companies are increasing their use of social media and the trend will continue, in my view, exponentially in 2011.