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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 

Tiffany Tang's insight:

This article state a very good example for the social media in the market and how important is it.Most of the company need to take long time to move toward to the social media but in this article only take 5 year the Fortune 500 companies finally change to use the social media. It talks about the benefit after they use the blogging and social marketing to help them. They have more custome since they can reach oversea consumers more easily. In my opinion the social network really help us a lot on promoting brands and products. It is so important that to have more oversea consumer then the company can become internationl. Make sure the company clearly understand their target market on the social media. 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Tiffany Tang from Creating an effective communication mix. Measuring results against objectives.
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Writing A Great Social Media Marketing Plan - Business 2 Community

Writing A Great Social Media Marketing Plan - Business 2 Community | Milestone 2 | Scoop.it

Via Tyler
Tiffany Tang's insight:

This is a very good article as a reference for us to do on any planning. In today competitive society, it is very important for company to understand their direction in order to bit their competitor. This article explain several ways to create a social media marketing plan. The process that involve setting goals, measuring result and tracking performance. Last but not lease it entails regular review and revision. Always remember to look back to our goals while we want to make any changes for the plan. I really agree with the author no plan is 100% perfect, there must be some room for changes. Also we must regularly checking on our plan and make improvement.At the result the company will have a successful marketing plan for social media.

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Calvin Henton's comment, September 26, 2013 9:17 PM
Social media is an interesting topic and with the three process of social media marketing would help evaluate your plans in order to improve your marketing plans. No social media marketing plan is perfect but there is always room for improvement and using the three process would enhance your marketing plans and be effective.
Ahmed Salman's comment, September 26, 2013 9:42 PM
I agree with your insight shay. i agree that Creating a effective marketing plan can be a very hard task at times and is crucial in order of how well your business can do.
Reece Gorinski's curator insight, March 24, 2014 6:58 PM

A social marketing plan can be a very hard task from some people. It is important to follow the steps with your brand and have a structured process. It is important that you plan well and have objectives on how you are going to achieve that goal. If you follow these processes then this can help create an error free plan.

Rescooped by Tiffany Tang from Week 7 - The Power of Ideas, integration across all media
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi
Tiffany Tang's insight:

This is a good article. It gives clearly understand the market direction related to the now a day society for the growth of online interactions and social media able to their customers, for example facebook, blogs, tweets... The article state out an example for one of the airline they increase their profit by 28% and they can reach 100% online check performance. From this example we can more clearly understand how strong the media can be. We can reduce the staff and desk at the airport, that mean the company can reduce the expenses. Having this running between the organization and the consumer will give the biggest success to the company.

 

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.