FTSE 100 companies use Twitter but don't blog

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

 

Twitter

 Twitter

 Facebook

   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