Fortune 500’s Blog Adoption Levels Off According to 4th Annual Benchmarking Study

More Than Twice As Many Fortune 500 Companies are Active on Facebook and Twitter vs. Blogs, According to New Study

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The adoption of blogs by the Fortune 500 appears to be leveling off with only a 1% increase in the past year. However, during this same time, there has been explosive growth in the use of Twitter and Facebook,” according to Dr. Nora Barnes

San Jose, CA/Dartmouth, MA (PRWEB) November 18, 2010

The adoption of blogs by the Fortune 500 appears to be leveling off, with only a one percent increase in the past year. Meanwhile, there has been explosive growth in the use of Twitter and Facebook by these companies. This was among the key findings of the latest benchmarking study conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Chair of the Society for New Communications Research and Chancellor Professor of Marketing at the University of Massachusetts Dartmouth.

The new report is the outcome of a statistically sound study of the 2010 Fortune 500 list. The study examined these institutions to quantify their adoption of social media tools and technologies. This is the fourth year that Barnes has tracked social media usage by this sector, and it is the only statistically sound longitudinal study of its kind with every company in the Fortune 500 included.

The research shows that

  • 23% (116) of the primary Fortune 500 corporations have an external corporate blog. This represents only a 1% increase over the 2009 study.
  • Fortune 500 companies are blogging at a lower rate than other business groups, specifically the Inc. 500. While social media adoption data is not yet available for the 2010 Inc. 500, in 2009 45% of Inc. 500 companies had externally-facing corporate blogs.
  • 60% (298) of Fortune 500 primary companies have corporate Twitter accounts. This is a dramatic increase from 35% of companies in 2009.
  • 56% (280) of the 2010 Fortune 500 have a Facebook presence. This is the first year Facebook was included in this study, and the first time any systematic review of the entire Fortune 500 has been conducted on this issue.
  • Insurance companies are most likely to be on Facebook, followed by specialty retail, food, drug and consumer products companies.
  • 29% (147) do not have a Twitter account or a Facebook presence.

“The adoption of blogs by the Fortune 500 appears to be leveling off with only a 1% increase in the past year. However, during this same time, there has been explosive growth in the use of Twitter and Facebook by these companies,” stated Barnes.

“This clearly demonstrates the growing importance of social media in the business world,” Barnes continued. “These large and leading companies drive the American economy and to a large extent the world economy. Their willingness to interact more transparently via interactive technologies with their stakeholders is a clear shift. It will be interesting to watch as they expand their adoption of social media tools and connect with their constituents in dramatically new ways.”

A full copy of the new research report can be downloaded at:
http://www.umassd.edu/cmr/studiesresearch/

Additionally, Barnes will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research.

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. The Center for Marketing Research is associated with and maintains a close relationship with the Chambers of Commerce within southeastern Massachusetts. This unique relationship provides the Center with an effective business networking capability. For more information, visit http://www.umassd.edu/cmr/.

About the Society for New Communications Research (SNCR)

The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, visit http://sncr.org.

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