---
title: How Companies Are Using Social Media in 2012
description: Results of the third annual Global Social Media Check-Up of the Fortune Global 100 companies by Burson-Marsteller
image: https://www.iliyanastareva.com/hs-fs/file-2171355289-png/blog-files/burson-marsteller.png
---

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## [How Companies Are Using Social Media in 2012](https://www.iliyanastareva.com/blog/how-companies-are-using-social-media-in-2012)

 [fa icon="calendar"] 24-Jul-2012 22:05:00 / by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva)

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A lot of [research and reports about the PR industry](http://iliyanastareva.com/results-of-the-european-communication-monitor-2012/) and social media have been published lately. The newest one I came across is [Burson-Marsteller's Global Social Media Check-Up 2012](http://www.burson-marsteller.com/social/default.aspx).

 ![](https://www.iliyanastareva.com/hs-fs/file-2171355289-png/blog-files/burson-marsteller.png)

[Burson-Marsteller](http://www.burson-marsteller.com/) is one of the leading PR consultancies in the world and this is their third annual study into how the Fortune Global 100 are using social media and adapting to the always changing online landscape. 

The findings show that companies have learnt a lot since 2010 and they now feel more comfortable around social media. The Fortune Global 100 are also engaging much more and are creating a lot more digital content. 

Here are the [top 5 results](http://www.burson-marsteller.com/social/infographic.aspx) of the study: 

- **Online users are talking a lot about the Fortune Global 100 companies** - these were mentioned across platforms and blogs a total of 10.4 million times in one month. 
- **Video content creation is becoming even more important** - the largest growth in corporate social media use was seen in YouTube: 79% of organisations now have a YouTube channel in comparison to 39% in 2010 (Twitter still remains the most popular platform with 82% having a presence there).
- **Companies are properly engaging** - 79% of Fortune Global 100 Twitter accounts are using @mentions and are retweeting; 93% are updating their Facebook pages weekly and 70% of those are responding to comments on their walls.
- **Growing number of Facebook and Twitter accounts per company** - the Fortune Global 100 are increasingly using more accounts on these platforms allowing them to better reach their target audiences both globally and locally, but also to more effectively highlight and present specific products or services to various stakeholders.
- **The Fortune Global 100 are now rapidly adapting to new platforms** - even though Google Plus has been around for only a year, 48% of the companies already have a presence there; 25% of organisations are also to be found on the newest social network [Pinterest](http://iliyanastareva.com/the-ultimate-pinterest-guide-13-infographics/).  

For more details have a look at the presentation below: 

 

What do you think about the results? 

 Topics: [Social Media](https://www.iliyanastareva.com/blog/topic/social-media)

![Iliyana Stareva](https://www.iliyanastareva.com/hs-fs/hubfs/Iliyana%20Stareva_3.png?width=100&height=100&name=Iliyana%20Stareva_3.png)

#### Written by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva)

Iliyana Stareva is a thought leader in Customer Success and AI. She’s the author of Inbound PR, a keynote speaker, and currently leads Customer Health for EMEA at ServiceNow. Iliyana has held global and regional roles at ServiceNow, Cisco, and HubSpot, spanning customer experience, operations, and digital transformation.

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