Big Brands More Likely to Directly Engage Users on Social Media, Study Finds

A new Burson-Marsteller study shows that sixty-seven percent of Fortune Global 100 companies on Twitter are using the “@symbol” to directly engage with or mention other users, and more than half (57 percent) are “retweeting” content from their corporate accounts. This represents a 76 percent increase in companies using the “@mention” function and 78 percent increase in retweeting to interact and engage with stakeholders compared to last year. These are some key findings of the Second Annual Burson-Marsteller Global Social Media Check-up, which examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.

The “@mention” or “@reply” function on Twitter is most often used to demonstrate that a user is directly responding to or mentioning another Twitter user.

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