Social media in the FTSE100

Managing Director of Emerging Media for Proof Integrated Communications, B.L. Ochman recently wrote about ‘the top 10 companies in the Fortune 100.’ She’d been checking if ‘they included their social media involvement on their homepage.’

Ochman quotes a study by Burson Masteller and her own firm indicating that 54% of Fortune 100 companies employ Twitter; 32% use blogs; 29% have Facebook fan pages. Yet her look at the top 10 found only three who show any involvement with social media.

I decided to do the same in the UK by looking at the top 10 of the FTSE100. These 10 were calculated only by sales price, not any other measure.

1. Rangold Resources (RRS.L)
Nothing anywhere on their site.

2. Reckitt Benckiser Group (RB.L)
Nothing, but there is a news aggregator dragging in stories that mention Reckitt Benckiser (shows some grasp of interaction).

3. Rio Tinto (RIO.L)
Nothing anywhere on their site.

4. Astrazeneca (AZN.L)
Nothing anywhere on their site.

5. Carnival (CCL.L)
Very small Twitter & Facebook icons at the very bottom of the home page.

6. Anglo American (AAL.L)
Nothing anywhere on their site.

7. Vedanta Resources (VED.L)
Nothing anywhere on their site.

8. Next (NXT.L)
Nothing on the Plc site but the commerce site has a Facebook link plus an iphone app.

9. British American Tobacco (BATS.L)
Nothing anywhere on their site.

10. Sabmiller (SAB.L)
Nothing anywhere on their site.

This is all way off the 54% engagement that the Fortune 100 apparently sees, but what does it mean?

Are we less communicative than our American counterparts?
Big Business doesn’t waste time on the latest fads?
Proper business isn’t for wishy-washy social media?
Established stalwarts aren’t clambering for market share like some others?
The top 10 are involved but aren’t yet broadcasting that from their home page?

Does it mean anything transferable to you and your business? What do you think?

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