Fortune 500 corporations have increased using social media platforms in 2012 according to a University of Massachusetts Dartmouth survey. The annually composed report found that in the past year, these business giants have increased their adoption of blogging by 5%, use of Twitter for corporate communications by 11%, and use of Facebook pages by 8%. A growing percentage – 62% – have YouTube accounts and 11 companies (2%) are posting on Pinterest. In total, 139 companies (28%) had corporate, public-facing blogs, the highest number in the study’s four-year history.
Telecommunications corporations led the field in social media, with 40% of companies blogging, 80% on Twitter, and 80% on Facebook. Verizon Communications increased Twitter activity 69% from 2011 to 2012. Commercial banks also were major social media players with 30% blogging, 75% on Twitter, and 70% on Facebook.
UMass also analyzed how Fortune 500 companies reached niche markets with specialty blogs, Twitter and Facebook accounts for the first time since beginning the study in 2008. Researchers found many of the specialty accounts revolved around social responsibility, community causes, career path and hiring information.
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Researchers also found that these huge corporations were using public facing social media tools to reach customers, but use inside “closed loop”-style social media to educate employees.
For a second year, Coca-Cola led Fortune 500 companies with the most Facebook fans with 42,226,297. Walt Disney’s fans quadrupled in 2012, putting Mickey and company in second place with 32,027,185.
Southern New Hampshire University offers an online MBA with a concentration in social media marketing. Regionally accredited by New England Association of Schools and Colleges, the 39-credit hour degree program can be completed in 18 months. Base tuition for the program is $24,453.
–Alanna Stage, @AlannaTweets
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