Umass Dartmouth Center for Marketing Research Blog

Center for Marketing Research Continues to Lead in Fortune 500 Research

The University of Massachusetts Dartmouth Center for Marketing Research was recently featured in an article by Harvard Business Review. The article highlights our study on Fortune 500 companies and their social media presence. More and more businesses are using social media, and are finding it more and more essential to day-to-day business, allowing them to reach out directly to customers, increasing brand awareness, and creating value through building their credibility and engaging new customers.


To read the full article, see here.


Filed under: Fortune 500 Study, Social Media

Fortune 500’s Increased Blog Adoption By 6% According to a 7th Annual Benchmarking Study

Highlights from the 2013 Fortune 500 Social Media Study

Twitter is used by 77% of Fortune 500 Companies making it their first choice tool followed by Facebook and YouTube According to a Study by the University of Massachusetts Dartmouth Center for Marketing Research

In the past year, the Fortune 500 have increased their adoption of blogging by 6%, their use of Twitter for corporate communications by 4% and their use of Facebook pages by 4%. Sixty-nine percent of the 2013 Fortune 500 use YouTube, an increase of 7% from 2012.  These was among the key findings of the latest benchmarking study conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Co-Chair of the Society for New Communications Research and Director of the Center for Marketing Research at the University of Massachusetts Dartmouth.

The new report is the outcome of a statistically valid study of the 2013 Fortune 500 list. The study examined these institutions to quantify their adoption of social media tools and technologies. This is the seventh year that Barnes has tracked social media usage by this sector, and it is the only statistically valid longitudinal study of its kind with every company in the Fortune 500 included. Key findings of this study include:

  • In 2013, 171 companies (34%) had corporate blogs showing the largest increase in use of this tool since the 2008 study of the Fortune 500.
  • Companies blogging include two of the top five corporations (Wal-Mart and Exxon), leaving the other three (Chevron, Phillips 66 and Berkshire Hathaway) without a public-facing blog.
  • Three hundred eighty-seven (77%) of the Fortune 500 have corporate Twitter accounts with a tweet in the past thirty days. This represents a 4% increase since 2012.
  • Facebook, new to the Fortune 500 list, has the highest number of followers on Twitter, followed by Google, Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways and Southwest Airlines.
  • Three hundred forty-eight (70%) of the Fortune 500 are now on Facebook. This represents a 4% increase since 2012.
  • In 2012 one hundred fifteen companies (23%) had neither a Twitter account nor a Facebook account. This year that number has dropped to eighty-four companies (17%).
  • Approximately 40 companies are now using Instagram, Pinterest and/or Foursquare.

“The adoption of blogs by the Fortune 500 shows interest in thought leadership, creating conversation in some depth and generating original content,” stated Barnes.  It is exciting to see this mature tool grabbing hold when many of the newer tools tout brevity and speed as their major features.”

“This is a group that now seems comfortable, she continued, and even excited with its newfound ability to engage its vendors, partners, customers and others in ways that could not have been imagined when most of their corporations began.”

A full copy of the new research report as well as an info graphic version of the results can be downloaded at:

For questions or inquiries regarding corporate speaking engagements Barnes can be reached at

Filed under: Fortune 500 Study, Happenings at the Center, Social Media

2013 Fortune 500 Are Bullish on Social Media: Companies Get Excited about Google+, Instagram, Foursquare and Pinterest

2013 F500

Filed under: Fortune 500 Study, Happenings at the Center, Social Media

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