Umass Dartmouth Center for Marketing Research Blog

2016 Fortune 500 Study

Use of Popular Tools Remains Constant as Use of Instagram Expands Quickly Among the 2016 Fortune 500:

Each year, The University of Massachusetts Dartmouth Center for Marketing Research (CMR) conducts a study analyzing the social media usage of the current Fortune 500 (F500) companies. This year, each company on the 2016 F500 list was identified by name, rank, last year’s rank, rank category, and industry. Each company was counted as having a social media presence on each platform studied (Corporate Blog, Twitter, Facebook, Google+, Instagram, YouTube, Pinterest and LinkedIn) if the primary corporation showed evidence of activity within the past 30 days. The number of Twitter followers and Facebook fans were also noted for companies that had active Twitter and/or Facebook accounts.

The Fortune 500 list includes the top U.S. companies ranked by total revenues for their respective fiscal years. The 2016 list marks the 62nd running of the list.

Top 10 F500 companies in 2016:

  1. Walmart
  2. Exxon Mobile
  3. Apple
  4. Berkshire Hathaway
  5. McKesson
  6. UnitedHealth Group
  7. CVS Health
  8. General Motors
  9. Ford Motors
  10. AT&T

What did we find in 2016?

Instagram successfully made a double-digit leap in adoption for the fourth year in a row. Blogging, after losing much of its stamina in previous years, saw a boost from newcomers to the F500 2016 list. Twitter remains the preferred social media platform over Facebook, although this gap is continuously closing. LinkedIn is being used by 97% of the Fortune 500 companies this year, primarily for recruiting purposes, networking and gathering industry specific information.

Of the 500 companies on this year’s list, 6 do not use any of the social media tools or platforms studied.


For more information on the 2016 Fortune 500 study or other published CMR studies, please visit our website:

For more information on the Fortune 500 list, please visit


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