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 5

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These blogs are kept current with frequent posts on a range of topics. It appears that those
companies that have made the decision to “blog” have utilized the tool well. There is
frequent posting, on-going discussion and the ability to follow the conversation easily
through RSS or subscriptions.
Of the 108 blogs located, 93 (86%) are linked directly to a corporate Twitter account,
that’s more than three times as many as members of the 2008 list. Many more
corporations do have Twitter accounts (see section 6 below), but at this time they do not
link to those from their blog.
5. Comparison with the Inc. 500
The Fortune 500 companies are blogging at a lower rate than other business groups,
specifically the Inc. 500. The Inc. 500 list is composed of the fastest-growing, private
companies in the US, while the Fortune 500 is based on total revenue not growth and
may include public and private companies.
Although blogging increased by 6% from 2008 for both Inc. 500 and Fortune 500 the
later is still blogging at a much lower rate. It is possible that the difference is related to
size of the company, internal structure or corporate philosophy regarding open
communication with its stakeholders. Regardless of the motivation, the Fortune 500
companies have been less likely to adopt social media tools than their smaller, fast-
growing counterparts.
Blogs In The Fortune 500 vs. Inc. 500
(2008 and 2009)
100%
90%
80%
70%
60%
2008
45%
50%
39%
2009
40%
30%
22%
16%
20%
10%
0%
Fortune 500
Inc. 500
6. Corporate Twitter Accounts
For purposes of this research, the following definition was used to locate 2009 Fortune
500 companies with Twitter accounts. A company was considered a user of Twitter if they
had an official corporate account with posts (a.k.a. a “tweet”) made within the past
thirty days.
One hundred and seventy-three (35%) of the primary corporations listed on the 2009
Fortune 500 has a Twitter account with a post within the past thirty days. Of these

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