The majority of FTSE 100 companies have a Twitter account but do not blog, according to a study by digital communications agency The Group.
The latest findings, of The Social Media Leaders tracking study, shows the percentage of FTSE 100 companies using Twitter is over 50 per cent for the first time.
Also proving popular is video, as 41 per cent of companies now have an official YouTube channel; confirming video should not be ignored in corporate communications.
Playing catch up is Facebook, with 38 per cent of companies opting to use it. Despite its lower numbers, its take-up has increased by over 50 per cent in the last six months. Blogging is the least popular social media channel for FTSE 100 companies with only 12 per cent maintaining one, the same figure as six months ago.
Mark Hill, principal at The Group says, “FTSE 100 companies have been slow to realise that business audiences as well as consumers want to have a far fuller picture of the companies they are interested in and they want it delivered rapidly and flexibly.
“UK corporate communications teams are clearly becoming more comfortable using social media to help them manage information and relationships in our 24-hour news culture and are realising it takes time to establish an effective presence on these channels.”
Top 10 social media rankings
YouTube
FTSE 100 Top Ten by number of Tweets
FTSE 100 Top Ten by number of followers
FTSE 100 Top Ten by “Fans
FTSE 100 Top Ten by number of channel views
ARM Holdings
Burberry Group
Burberry Group
BP
BP
Royal Dutch Shell
Carnival
Burberry Group
Marks & Spencer Group
Carnival
Next
Vodafone Group
Reckitt Benckiser
BP
Marks & Spencer Group
Aviva
Carnival
Marks & Spencer Group
Vodafone Group
Lloyds Bank Group
Sainsbury (J)
WPP
Rolls-Royce Group
ITV
Pearson
Vodafone Group
BskyB Group
Essar Energy
WPP
AstraZenica
BT Group
HSBC Holdings
Centrica
Unilever
BP
Shell
Tesco
Intercontinental Hotels Group
Aviva
Investec
