September 22, 2014 — Published by: Drew
This morning we are launching our second annual report looking at how the FTSE 100 companies use Twitter and social media. The research, published to mark the launch of Social Media Week, shows a widening gulf appearing between the social media haves and the have-nots, with some brands streaking ahead and others stagnating or getting worse.
This is the second year we have carried out this research on the FTSE 100's use of Twitter and social media, so for the first time, it contains comparable stats from last year showing progress over time. The report charts the increase of social media used for customer service, financial reporting, brand marketing and recruitment. A summary of the key stats are as follows:
- 10 companies in the FTSE 100 do not have a Twitter account at all, this is down from 12 in 2013
- Only 37 companies that are on Twitter have verified Twitter accounts. This is an increase of 10 from last year
- 6 of the 90 companies on Twitter have never tweeted, down from 8 last year
- 10 of those that are on Twitter have not tweeted in the last month, down from 19 last year
- Only 39 companies have more than 10,000 followers, up from 28 last year
- 20 companies have fewer than 1,000 followers, down from 21 last year
- The FTSE 100 companies tweeted 1,459,223 times in just the last year
- The top performers on Twitter are Burberry, ITV, Marks & Spencer and Sainsbury’s
- The worst performers are Glencore Xstrata, Prudential, BHP Billiton and CRH
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