Media and Money

Archive for February 2010

A recent Burson-Marsteller study found that 79 percent of the largest 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or corporate blogs.

Like the Fortune 100 study found, Twitter is the social media platform of choice among the Fortune Global 100. The study found that 65 percent of the largest 100 international companies have active accounts on Twitter, 54 percent have a Facebook fan page, 50 percent have a YouTube channel, and one-third (33 percent) have corporate blogs. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.

Companies’ platform preferences also differed among regions. Companies based in the United States and Europe are more likely to use Twitter or Facebook than they were to have corporate blogs, while companies from Asia-Pacific were more likely to utilize corporate blogs than other forms of social media. However, Asian companies will use Twitter or Facebook to communicate with Western audiences (for example, Toshiba).

It also appears that some companies are getting more comfortable using social media as they are interacting and engaging more and not just broadcasting corporate messages. Companies using Twitter are following an average of 731 people each and 38 percent of companies are responding to people’s tweets (for example, Vodafone UK). Thirty-two percent have also “re-tweeted” or reposted user comments during the last week (like Verizon Careers).

For the full report on how Fortune 500 companies are using social media.

By Douglas MacMillan for BusinessWeek

For all its success in search, Google’s efforts in social networking have fallen flat. Orkut, a community site Google started in 2004, has gained popularity in a limited number of countries, including Brazil. Dodgeball, a location-based game Google acquired in 2005, was shuttered last year.

Undaunted, Google is taking another shot at becoming a force on the social Web. On Feb. 9, Mountain View (Calif.)-based Google announced Google Buzz, a service for sharing short messages, images, videos, and links to articles on the Web.

Buzz mimics the look and many features of popular social media sites Facebook and Twitter. Because Google is adept at showing ads based on what a person does online, it may do a better job than other social networking sites at making money from advertising. And by making Buzz work with popular Google services such as Gmail e-mail, it may quickly gain large numbers of adherents. The verdict is out, though, on whether Buzz can do much to usurp the roles of Facebook and Twitter on the social Web.

The New Orleans Saints’ victory over Indianapolis in the Super Bowl was watched by more than 106 million people, surpassing the 1983 finale of “M-A-S-H” to become the most-watched program in U.S. television history, the Nielsen Co. said Monday.

Compelling story lines involving the city of New Orleans and its ongoing recovery from Hurricane Katrina and the attempt at a second Super Bowl ring for Indianapolis quarterback Peyton Manning propelled the viewership. Football ratings have been strong all season.
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