The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies
Conducted By: Nora Ganim Barnes, Ph.D., Eric Mattson CEO, Financial Insite
Due to the hugely influential role of Fortune Magazine’s list of America’s largest corporations (“Fortune 500″) play in the business world, studying their usage of new technological tools like social media offers important insights into the future of commerce.
In 2009, the Center for Marketing Research at the University of Massachusetts Dartmouth released one of the first studies of the Fortune 500′s adoption of one of the best-known forms of social media – blogging.
This new study revisits and refreshes that prior in-depth study and expands to look at the Fortune 500′s usage of the most dramatically growing new social media site – the microblogging service Twitter.
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Methodology
For purposes of this research, the following definition was used to locate 2009 Fortune 500 companies with blogs. A company was counted as having a blog if they had a public facing corporate blog from the primary corporation with posts in the past 12 months. This is the same definition used in the 2008 study.
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