Blogs are booming. Instagram interest is on the rise. Facebook is usually forever fashionable. And LinkedIn is constantly on the lead the pack.
These all reflect styles found among Fortune 500 companies on social media marketing , according to current research from the University associated with Massachusetts Dartmouth’ s Center pertaining to Marketing Research.
We scoured UMass Dartmouth’ s research in search of key takeaways and surprising tidbits that would interest and inspire B2B and B2C brands large and small. Here’ s what you should know about how the world’ s biggest corporations are tackling social media, and several helpful resources to help give your own social media marketing efforts a boost.
More Than Half of F500 Companies Now Have a Blog
It’ h kind of amusing to see blogging arranged into this study as a social networking tactic. But hey, the research originates from an academic institution, not an advertising entity, and they started conducting this 10 years ago when the lines had been more blurred. In any case, there’ h still plenty of integration and overlap between blogging and social media (i. e., long-form posts on LinkedIn) so the medium is definitely fair video game here.
From 2017 to 2018, Dartmouth’ s data finds one of the biggest year-to-year spikes in blog usage given that they started tracking in 2008. The proportion of corporate blogs on corporation websites among Fortune 500 businesses is up to 53%, rising 11 points from the year ago.
In case that number still seems low for you (it does to me), remember the folks compiling this report targeted to include only blogs that: a) are public-facing, and b) consist of content that goes beyond “ newsroom” type posts such as item announcements, press releases, and philanthropic participation.
The particular chart above offers a compelling visual images of the firm traction that content material marketing is now seeing in the high-level business world, after failing to truly remove for several years. There’ s little cause to think we won’ t observe this proliferation power ahead in a frantic pace.
Of particular interest, in my experience, is the rapid decline in quantity of blogs that allow comments:
This is emblematic of the real conundrum: the internet could be a nasty place . On large and well-trafficked weblogs, moderating comments can prove to a become prohibitively time-consuming task. But conversation is crucial, and preventing readers through being able to respond on corporate weblogs really deters the openness plus transparency brands should be striving in order to project.
There’ s no easy means to fix this dilemma, but one way to put in the voice of your audience in the controlled yet still authentic way can be via strategic user-generated content material . UGC not just helps you spotlight your customers and their own stories, but can also help create rapport and a sense of neighborhood, all at a relatively low cost.
In general, we all believe blogging is an essential electronic marketing tactic for almost any business, huge or small. For more insights upon driving more targeted traffic to your very own corporate blog, check out these current posts:
Twitter and Facebook are Table Stakes for top level Dogs
Dartmouth reports that 455 from the 2018 F500 companies have energetic Twitter accounts (91%) and 445 (89%) have Facebook pages. On every, the top 10 companies are all made up. Commercial banks and specialty merchants are the only industry verticals along with 100% representation across both stations.
It’ s inexpensive to create a brand web page on Facebook or Twitter, and keeping all of them updated requires only modest period investment, so it’ s barely surprising to see these high amounts of penetration among heavy-hitters.
The great challenge, today and going forward, will be finding methods to stand out and break through upon these platforms. On our blog, we all make a point of keeping readers up dated on changing social algorithms and exactly how marketers can gain visibility upon feeds. The posts below can provide some guidance on this front:
Enterprise Instagram Adoption is Exploding
In 2013, 9% of Fortune 500 companies recently had an Instagram account. In 2018, that will figure is up to 63%. As you can see beneath, the visually oriented platform provides seen enormous year-to-year growth during the past half-decade:
It isn’ t difficult to see why the corporate world is being attracted to Instagram like millennials to a team selfie – everyone’ s presently there. Back in early 2013 the application had 100 million users; within 2018 it just surpassed 1 billion .
With that astonishing number in your mind, it feels like malpractice for any brand name not to have some Instagram presence. Yet how can you really connect with audiences generally there? What are B2B brands and huge companies doing successfully on this leisure-driven platform? Here are some posts that can help you observe the big picture, with examples plus actionable tips:
Fortune 500 Companies Are All-In on LinkedIn
While Facebook and Tweets are creeping upward, and Instagram is experiencing rapid growth, LinkedIn remains the leader in terms of F500 transmission. The Dartmouth report shows 489 of the companies (98%) with an existence on the platform, same as last year or more slightly from 97% in 2016.
Provided its business-oriented context, and its target audience of more than 500 million professionals, LinkedIn is clearly a no-brainer for almost any major company. I’ m really shocked that 100% of Lot of money 500 brands aren’ t connected up.
Check out these articles to get tips on tightening up your LinkedIn online game:
Social media marketing is Big Business
Across all stations and platforms, the world’ t most powerful corporations are increasingly realizing social media marketing as a necessity rather than nice-to-have — a trend we all expect will continue into 2019.
UMass Dartmouth’ s research finds that the overwhelming majority of 2018 F500 businesses are present on LinkedIn, Twitter, plus Facebook; meanwhile, visually-driven networks such as Instagram and YouTube are collecting steam fast in alignment along with evolving user preferences.
If you want to get the complete scoop on Fortune 500 social networking usage, check out the full record . And if you’ re hankering for more analysis associated with social media marketing trends in 2018, we’ ve got you covered:
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