More Marketers Move Toward Engagement on Social Media
Brands are moving from simply being present on social networks to taking a more active role on the sites
Companies and marketers are more comfortable on social networks and have started to engage more authentically and build communities with other users on the sites.
Twitter, specifically, saw major growth compared to 2010, as 77% of companies around the world have Twitter accounts, up from 65% last year.
PR firm Burson-Marsteller analyzed the social media presence of the Fortune Global 100 for its “Global Social Media Check-Up 2011” and found that 25% of companies worldwide are using all four major social media platforms: Facebook, Twitter, YouTube and blogs. Eighty-four percent are on at least one platform.
As companies get beyond the idea that they “just have to be on” social media platforms, they are becoming more active on these sites. According to Burson-Marsteller, 67% of companies using Twitter use the “@” convention to directly mention other users, while 57% use retweets to repost a fellow user’s comment, an increase compared to 2010.
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