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How the world's biggest companies are doing social media

Burson-Marsteller's Global Social Media Check-Up study shows that most of the Global Fortune 100 are taking social media more seriously these days.

The top 10 global companies with the most online mentions, according to a Burson-Marsteller study. Eight-two percent of the Global Fortune 100 companies had at least one Twitter account, with each company mentioned an average of 55,970 times in one month on the micro-blogging service. Screen shot/BM

The graphic above show the 10 most-often mentioned companies on social media among the Global Fortune 100. That's according to the third annual Global Social Media Check-Up Study of how Global Fortune 100 companies are using social media, conducted by Burson-Marsteller and Visible Technologies. You can find the full study at BM.com/social, including the executive summary and an infographic.

Here are five findings highlighted by the authors of the study:

1. The Fortune Global 100 were mentioned a total of 10,400,132 times online in one month. Gone are the days that companies and brands could tally and sort through all of their media mentions each morning.

2. Video content creation is on the rise, and there was a 39 percent jump in the percentage of companies with a branded YouTube channel in the last year.

3. Engagement is becoming second nature to companies. Seventy-nine percent of corporate accounts on Twitter attempt to engage with other users by retweeting and using @mentions.

4. Multiple accounts on social media platforms allow companies to target audiences by geography, topic or service.

5. Companies are adapting rapidly to new platforms. Google Plus pages for businesses were launched in November, and by February 2012, nearly half (48%) of Fortune Global 100 companies already had a presence on the platform. Pinterest, an online content-sharing pinboard service, remains an invite-only platform. Still, 25 percent of Fortune Global 100 companies have a Pinterest account.

A quick look at these numbers shows some other stats worth noting, including the fact that 93 percent of these companies' Facebook pages are updated weekly, up from 84 percent and 59 percent each of the previous two years, respectively. Of course, anyone who thinks even weekly updating is enough has a lot to learn about Facebook. 

These are early days for social media, so I expect to see more time, money and energy spent by these and other companies in the realm of social media.

You can step through the study's 47 slides here:

Burson-Marsteller Global Social Media Check-Up 2012

Here's the methodology used:

Data was collected in February 2012 based on Fortune Global 100 companies' social media activity on Twitter, Facebook, YouTube, Google Plus and Pinterest. Sample size for countries/regions: U.S. = 29 companies, Europe = 45 companies, Asia-Pacific = 23 companies, Latin America = 3 companies. Comparisons were made to Burson-Marsteller's first Fortune Global 100 Social Media Study, The Global Social Media Check-up 2010, published on February 23, 2010, and The Second Annual Global Social Media Check-up, published on February 15, 2011. Data was collected by Burson-Marsteller's global research team. Visible Technologies also provided new data on how much consumers and other stakeholders discuss companies online.

NOTE TO READERS: Please post your thoughts in the comments below or e-mail me or tweet me at@sree or #sreetips on Twitter. If you've been reading my posts here, you know that one of the things I am trying to do is learn what works and what doesn't on social media. It's such a fast-evolving, confusing world that I believe we can all learn together. Thanks for reading.