Fortune 500 Increase Adoption of Instagram, Decrease Blogging According to a New Study

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According to a new study by the UMASS Dartmouth Center for Marketing Research the Fortune 500 has increased adoption of Instagram by 13% and decreased blogging by 10%

The adoption of newer tools such as Glassdoor and Instagram is interesting. It shows a willingness to try new ways to engage with suppliers and consumers.

There have been interesting changes in the use of social media among the 2015 F500, according to the latest study led by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research co-chair of the Society for New Communications Research and director of the Center for Marketing Research at the University of Massachusetts Dartmouth. The decline in blogging noted in last year’s study continues, with blogs down an additional 10% this past year. As popular platforms begin to include blog-like features, this mature tool has lost ground, replaced by a movement to more visually rich and less labor-intensive platforms like Instagram, which saw a double digit increase in adoption this year.

These were among the key findings of the latest benchmarking study, which was co-authored by Ava M. Lescault, MBA and Associate Director of the Center for Marketing Research and Glenn Holmes, MBA candidate at the University of Massachusetts Dartmouth.

The new report is the outcome of a comprehensive review of the 2015 Fortune 500 list. The study examined these companies to quantify their adoption of social media tools and technologies. This is the eighth year that Barnes has tracked social media usage by this sector, and it is the only longitudinal study of its kind with every company in the Fortune 500 included. Key findings of this study include:

  • Twenty-one percent of the Fortune 500 has a corporate blog (103 corporations) (21%); a decrease of 10% from 2014.
  • Twitter is more popular than Facebook with the Fortune 500 (78% vs 74%).
  • Glassdoor (87%) has joined LinkedIn (93%) as a popular business tool.
  • The use of Instagram has increased by 13%. A total of 33% of the Fortune 500 having an Instagram presence, pointing to a continued growth in interest in visually rich platforms.

“The adoption of newer tools such as Glassdoor and Instagram is interesting,” stated Barnes. “It shows a willingness to try new ways to engage with suppliers and consumers. This is a group that now seems comfortable and even excited with its newfound ability to engage through social media in ways that could not have been imagined when most of their corporations began.”

A full copy of the new research report as well as an info graphic version of the results can be downloaded at: http://www.umassd.edu/cmr/socialmediaresearch/

For questions or inquiries regarding corporate speaking engagements Barnes can be reached at nbarnes(at)umassd(dot)edu.

About the Center for Marketing Research at the University of Massachusetts Dartmouth
To facilitate the economic development of the region by providing an affordable, high-quality economic alternative to meeting business needs for research, training, and consulting in any and all aspects of Marketing. This work is primarily conducted by graduate and undergraduate marketing students. For more information, visit http://www.umassd.edu/cmr/.

About the Society for New Communications Research
The Society for New Communications Research (SNCR) is a global nonprofit 501(c)(3) research and education foundation, think tank, and public service organization, dedicated to the advanced study of the latest developments in new and emerging communications tools and technologies such as digital, social media, and mobile, and their effect on business, culture, and society. For more information, visit http://sncr.org.

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Gina Hernandez

Nora Ganim Barnes, Ph.D.
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