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September 13, 2012

Top Corps Beginning to Blog and Tweet

Corporate blogging and tweeting surged this year, suggesting large companies are beginning to embrace social media as a marketing tool, a new study shows.

According to the University of Massachusetts Dartmouth Center for Marketing Research, 139 Fortune 500 companies (28 percent) now have blogs — the largest increase since 2008. In fact, two of the five top corporations — Wal-Mart and Exxon — are now blogging.

The 139 companies with blogs come from 54 of the 71 industries represented in the F500. The telecommunications industry has 40 percent of its companies blogging.  Twenty-five percent to 30 percent of commercial banks, specialty retail and utilities also are blogging.

The 17 industries with no bloggers include forest and products, railroads, tobacco, toys/sporting goods, real estate, building materials/glass, trucking and waste management.

Ninety percent of current F500 blogs are not only kept current, but also take comments, have RSS feeds and take subscriptions.

Twitter, it seems is more popular than blogging with 73 percent of the F500 having corporate Twitter accounts with a tweet in the past 30 days — an 11 percent increase since last year.

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 — regularly post on their Twitter accounts.

Facebook also is gaining popularity with the F500 clan. The 332 corporations with corporate Facebook pages come from 69 of the 71 industries represented. Specialty Retail has 89 percent of companies on Facebook.  Telecommunications and consumer food products industries have 80 percent and 86 percent respectively.

Sixty-two percent of the 2012 F500 have corporate YouTube accounts and two percent are posting on Pinterest.