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FTSE 100 companies on social media

FTSE 100 companies on social media

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Published by Bert Kok
Research on the use of social networks by companies in the FTSE 100
Research on the use of social networks by companies in the FTSE 100

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Published by: Bert Kok on Jun 10, 2011
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06/10/2011

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Sponsored byResearch andpublication
THE COMMUNICATOR’S GUIDE TO
FTSE 100SOCIALMEDIA USE
 
O
n 21 April 2007, GlaxoSmithKline
 
started
 
a communications revolution when thepharmaceutical giant became the frst companylisted on the FTSE 100 share index to send a tweet.Eight months later, on 5 December 2007,Carnival Cruises set sail on its Facebook adventure,becoming the frst FTSE 100 company to establisha presence on the social networking site. Today, 67 members o the FTSE 100 index areactively engaged in social media. The most recentconvert is Tesco, which launched a Facebook pageon 14 March 2011 just two weeks beore going liveon Twitter. Ironically, @UKtesco was welcomed tothe ‘digital age’ by new chie executive Phil Clarke,who started tweeting in November 2010. (Thecompany does not manage @tescostores, whichappears as i it is an ocial site; it has more than6,800 ans but has yet to tweet.) One month aterlaunching its Facebook page, Tesco had gainedalmost 79,000 ans.Every company’s reason or using social mediais dierent. Regulatory requirements in sectors,such as banking, can dictate the approach takenby companies and, on occasion, leads to sterilecontent on Facebook pages with no potentialor comment or discussion. Some sectors are,however, invisible on social media. Tobaccocompanies are noticeably absent or obviousreasons, while commercial service companies,such as power hire group Aggreko and globalinspection group Intertek, have avoided Facebook,even though the latter is mentioned once everythree days on the social networking site. Similarly,o the 11 mining related companies listed on theFTSE 100, just Rio Tinto is actively engaged withsocial media.Some companies, such as Associated BritishFoods, home improvement retailer Kingfsher orpublisher Reed Elsevier, which do not use socialmedia, are eectively parent companies or well-known household brands, which do have an activepresence in social media.
SOCIAL MEDIA SNAPSHOT
FTSE 100 use of 
Social media channels
33633811
FTSE 100 use of 
Facebook 
334423
      A    c     t      i     v    e      l     y      e     n    g     a    g     e     d      S    o     m    e     p     r    e    s    e     n    c    e      N    o      p     r    e    s    e     n    c    e
Kingfsher, or example, owns B&Q and Screwfxin the UK. DIY chain B&Q has a dedicated socialmedia presence on the home page o its corporatewebsite. It is monitored between 9am and 5pmevery weekday. Its Facebook page has just under10,000 ans, more than 5,200 people ollow@BandQ, while a series o videos on YouTubeoer handy tips and advice on DIY. Trade supplierScrewfx is similarly active in social media and hasan online community where users share adviceon products and help each other with problems.Plumbers’ Talk, or example, has enjoyed more than29,000 discussions. This implies that these companies understandthe value o social media, but still believe it tobe an inappropriate communications tool ortheir corporate profle. But o the 54 FTSE 100companies that do have a presence on Facebook,38 have a community page that has beenautomatically generated by Facebook. Those FTSE100 companies using Facebook do so primarily to
FTSE 100 use of 
Twitter 
63151431
      A    c     t      i     v    e    a    c    c    o     u     n     t    s      I     n    a    c     t      i     v    e    a    c    c    o     u     n     t    s      M     u      l     t      i     p      l    e    a    c    c    o     u     n     t    s      N    o      p     r    e    s    e     n    c    e
FTSE 100 application of 
Twitter and Facebook 
317611
     C      S      R      H    e      l     p      l      i     n    e     /     C     u    s     t    o     m    e     r    s    e     r     v      i    c    e      R    e    c     r     u      i     t     m    e     n     t     o     n      F    a    c    e      b    o    o      k      R    e    c     r     u      i     t     m    e     n     t     o     n       T     w      i     t     t    e     r
YouTubelaunchedFacebook UKlaunchedTwitterlaunchespublicly1 FTSE100Twitter account
 JAN 05JAN 06JAN 07
2 FTSE 100YouTube accounts
 
1
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#
 
 The communicator’s guide to
FTSE 100 social media use
2
FTSE 100SocialMedia Timeline
 
FTSE 100 use of 
YouTube
918 8531
      M    a     r      k    e     t      i     n    g       A     d     v      i    c    e     C    o     m     p    a     n     y        i     n      f    o     r     m    a     t      i    o     n     C      S      R      F      i     n    a     n    c      i    a      l      i     n      f    o     r     m    a     t      i    o     n      R    e    c     r     u      i     t     m    e     n     t      S     p    e    c      i          c     c    a     m     p    a      i    g      n
raise brand awareness through theircorporate and social responsibilityactivities. Companies that havestrong graduate programmes, suchas AstraZeneca, Centrica and ReckittBenckiser, actively use Facebook or recruitment purposes and tocreate opportunities or new sta toconnect with contemporaries andengage with the group.AstraZeneca, or example, providesregular advice, responds quickly tocareer queries and advertises jobsand internships. On average, it makesone new post every day.Consumer goods group ReckittBenkiser goes one step urther byoering career advice, links to the‘My RB Opportunity Blog’ and adedicated area or students withexternal links to helpul websites.
FTSE 100
Multiple Twitter accounts
875 54354354354
       T    e    s    c    o      I     n     t    e     r     t    e      k     G     r    o     u     p      S     m      i     t      h      &      N    e     p      h    e     w      A     r     m      H    o      l     d      i     n    g     s      S    a    g     e     G     r    o     u     p      B       T     G     r    o     u     p      A    s     t     r    a      Z    e     n    e    c    a      B      A      E      S     y     s     t    e     m    s     C    e     n     t     r      i    c    a      D      i    a    g     e    o      I     n     v    e     n    s     y     s      H      S      B     C      H    o      l     d      i     n    g     s     G     4      S      S    a      i     n    s      b     u     r     y       ’    s
FTSE FACTS
80 FTSE100Twitter followers30,700 FTSE100Twitter followers2,532,797 FTSE100Twitter followers20 FTSE100Twitter accounts55 FTSE100Twitter accounts
 JAN 08JAN 09JAN 10JAN 11
 
15 FTSE 100YouTube accounts35 FTSE 100YouTube accounts1 FTSE100Facebook page5 FTSE100Facebook pages30 FTSE100Facebook pages
 
#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@#@
 
3
Burberry is the most popular FTSE 100company on Facebookwith more than ourmillion ollowers
Cairn Energy plc, not to be confused with Cairn Energy who lives in Dhaka,Bangladesh, is the least popular – with just  six followers
Each tweet rom Burberry hasa potential reach o 66,000making it the FTSE 100’smost powerul tweeter
 Associated British Foods has no social media presence, but its individual brands reachmore than 30,000 people through their Twitter accounts
Every tweet rom TUI Travel isretweeted, on average, 48 times
 Just ve companies – Barclays, LloydsBanking Group, Pearson, Reckitt Benckiser,WPP – have a dedicated page on their corporate websites for social media channels
Every three minutes Barclaysis mentioned on Facebook,predominantly as a result o sponsoring the Premier League
But Bunzl is the least mentioned FTSE 100 company on Facebook; its name ismentioned just once every nine days
At 32, Pearson has the greatestnumber o separate Twitter accounts,which represents its constituentbrands, but only one or thecorporate brand Just 14 companies – BP, BritishLand, Carnival Cruises, Essar Energy,Inmarsat, Legal and General, Marks& Spencer, Morrisons, Next, ReckittBenckiser, Shell, Standard Lie,Unilever and United Utilities – ofera link to their social media activities ontheir corporate website’s home page
But Sainsbury’s tweets once anhour every day in oce hours
Next has the most passionate andengaged social media community;43 per cent o customers repeatedlydiscuss the brand
But Carnival Cruises and Intercontinental Hotels have the happiest social mediausers; for every bad comment, 13 good ones are posted 

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