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 Page 4
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177 from the 2009 list. The telecommunications industry represented by companies like
AT&T, Verizon, Sprint and Comcast had 6 of the blogs studied. Last year's list had 5.
Food-related companies like Safeway, McDonald’s, Tyson, General Mills, Whole Foods
Market and Hershey also had 6 blogs, up from 5 on 2008 list.
Three industries had 5 blogs in 2009. These, with some company examples, include:
commercial banks (Bank of America, JP Morgan Chase), insurance (Progressive, NY
Life), and semiconductors (Intel, Texas Instruments). All three had 4 blogs each last year.
The information technology and motor vehicle industries both had 4 blogs in 2009.
3. Blogs by Rank
Rank continues to influence the adoption of blogging by the F500. The top 100
companies on the list represent 39% of the 108 blogs in the 2009 F500. In 2008, 38% of
the total number of blogs came from the top 100. The group ranked 101-200 makes up
19% of the 2009 F500 with a corporate blog.
The top 200 companies in 2009 account for 58% of the F500 blogs, while the bottom 200
(those listed 301-500) account for 29% of the 2009 F500 blogs. The findings were
consistent using the 2008 list with the top 200 having 63% of the F500’s blogs while the
bottom 200 had 26%. It is interesting to note however, that while adoption is lower
among the bottom 200 in both years, the latest data shows a significant increase in
adoption among the lower-ranked group.
Of the top five corporations on the list, three have blogs. These include Wal-Mart (#2),
Chevron (#3) and General Electric (#5). Consistent with the 2008 list, Exxon Mobil (#1)
and Conoco Phillips (#4) do not have blogs.
Fortune 500 Blogs By Rank
(2008 vs. 2009)
100%
90%
80%
70%
60%
2008
50%
39%
38%
2009
40%
25%
30%
19%
18%
16%
13%
20%
11%
11%
10%
10%
0%
1-100
101-200
201-300
301-400
401-500
Rank
4. Level of Interaction on the Blogs
All 108 blogs were examined to determine the level of interactivity the blog allowed.
This was done by looking at the blog to see if comments were accepted, if RSS feeds or
email subscriptions were available and checking the date of the last post to determine
how current it was. Consistent with the findings on the 2008 Fortune 500, 90% percent of
the Fortune 500 blogs take comments, have RSS feeds and take subscriptions.
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