B2B online marketing could be headed towards social media, study shows
2010-03-09
A new study from the University of Massachusetts' Dartmouth Center for Marketing Research indicates that large companies are using social media networks in larger and larger numbers.The UMass study shows that over a third of the companies in the Fortune 500 had corporate Twitter accounts, and that four of the top five Fortune 500 companies "consistently post on their Twitter accounts." Insurance companies placed the most entries on the list of Twittering corporations with 13, followed closely by food production and consumer products firms with 11.
Generally, the study shows, companies ranking in the top 100 of the Fortune 500 were more likely to be on Twitter than those lower in the rankings. Dividing the companies into quintiles, the UMass study indicates that the top companies were the most likely to be Twittering, while those in the 301-400 range were least likely.
Digital marketing analysts were quick to point out that, as the Fortune 500 go, so goes the rest of the economy, and tech pundits expect a surge in smaller companies adopting social media as a marketing tool.
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