The Fortune 500 And Social Media: A Longitudinal Study Of Blogging And Twitter Usage By America’s Largest Companies - Nora Ganim Barnes, Ph.d., Eric Mattson Ceo, Financial Insite

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The Fortune 500 and Social Media: A Longitudinal Study
of Blogging and Twitter Usage by America’s Largest
Companies
Conducted By:
Nora Ganim Barnes, Ph.D., Eric Mattson CEO, Financial Insite
Introduction
Each year Fortune Magazine compiles a list of America’s largest corporations, aptly
named the “Fortune 500” given their size and wealth. Due to the hugely influential role
that these companies play in the business world, studying their usage of new
technological tools like social media offers important insights into the future of
commerce.
In 2009, the Center for Marketing Research at the University of Massachusetts
Dartmouth released one of the first studies of the Fortune 500’s adoption and usage of
one of the best-known forms of social media – blogging.
This new study revisits and refreshes that prior in-depth study and expands to look at the
Fortune 500’s usage of the most dramatically growing new social media site – the
microblogging service Twitter.
This research also builds on the Center’s work since 2007 examining social media in a
variety of organizations including the Inc. 500, US colleges and universities and the
Forbes list of the 200 largest charities. (http://www.umassd.edu/cmr)
The Fortune 500 (F500) list includes publicly and privately held companies for which
revenues are publicly available. For more information on the Fortune 500, please visit
http://money.cnn.com/magazines/fortune/fortune500/.
A detailed summary of the findings of this study and the methodology follows. To be
added to our email distribution list so that you can stay abreast of our research and
writings, please email us at
eric@ericmattson.com
or nbarnes@umassd.edu.
Methodology
For purposes of this research, the following definition was used to locate 2009 Fortune
500 companies with blogs. A company was counted as having a blog if they had a public-
facing corporate blog from the primary corporation with posts in the past 12 months.
This is the same definition used in the 2008 study.

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