Tesco and Lidl among those to get in on the act
Social media in corporate communications hits tipping point – Investis
The ranking of corporate websites in the fourth quarter of 2012 shows that the number of companies using social media has reached the tipping point, according to Investis.
Investis is a specialist in digital corporate communications for public companies.
The report shows that a total of 40pc of FTSE250 companies have a corporate social media presence, up from just 14pc of companies a year ago.
These results refer only to those accounts used specifically for corporate communications and linked to from the corporate website, giving an accurate measure of corporate uptake and engagement.
Investis has also seen social media growth in Europe, with the MDAX up from 20pc to 44pc while the SMI20 now has 60pc of its constituents using social media.
The rate of growth shows that companies will soon be in the minority if they continue to avoid the social trend.
"We've seen the use of social media for corporate communications increase enormously over the past 18 months," said Marcus Fergusson, head of social media at Investis.
"We are now approaching a stage where talking about social media as an optional add-on is no longer relevant; it is rapidly becoming a day-to-day part of how communities communicate and as much a part of corporate communications as a press release or an RNS feed."