Fortune 500 companies are turning to a variety of social media platforms in greater numbers this year, according to the latest annual study from the University of Massachusetts Dartmouth Center for Marketing Research. Twitter remains the most popular tool for corporate communications, used by 77% this year (up from 73%), with Facebook (70%, from 66%) and YouTube (69% vs. 62%) also in the top tier of adoption. Blogging has seen a resurgence, up 6% points to 34% adoption, virtually tied with the newly-tracked Google+.
Interestingly, while 35% have active Google+ accounts, another 19% have corporate accounts that are not yet active. The researchers note that this was the only platform where such a significant proportion of open but inactive accounts were found, attributing that to corporations either still learning about it or not yet having discovered its best use within their mix. Read the rest at MarketingCharts.
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