Top 20 social media savvy companies of f100

Top 20 social media savvy companies of f100

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  Jack Nargundkar The MarketingId
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  Social Media Usagein Top 10 Companies of the Fortune 100 Serial F100 Company Industry Tweets Following Followers FiFo Ratio FB Likes LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 1 WalMart Retail 2,079 1,525 129,424 85 11,142,743 86 2 2 Exxon Mobil Oil & Gas 841 167 13,363 80 6,222 0 3 3 Chevron Oil & Gas 1,568 281 28,191 100 171,997 6 4 4 ConocoPhillips Oil & Gas 872 76 7,190 95 2,858 0 5 5 Fannie Mae Banking & Finance 1232 6 6 General Electric Diversified Conglomerate 3,721 665 15,375 23 227,398 15 7 7 Berkshire Hathaway Diversified Conglomerate 6,603 8 8 General Motors Automotive 6,512 5,883 42,590 7 308,758 7 9 9 Bank of America Banking & Finance 418 76 50,245 661 6021 0 10 10 Ford Motor Automotive 8,566 33,587 96,449 3 1,035,699 11 ASSUMPTIONS: All Twitter and Facebook activity for all F100 companies was recorded as of December 28, 2011, except for ExxonMobil data which was updated on 1/2/2012 due to a previous recording error. In calculating averages, we assumed an across the board 36-month previous life for business-related Facebook and Twitter activities. In the case of four companies, we used data from popular or available, instead of seemingly static or non -existent corporate Facebook Pages–these companies were Verizon (where we used its wireless FB page), Sunoco (where we used its NASCAR official fuel FB page), CVS Caremark (where we used its CVS pharmacy FB page), and IBM (where we used its IBM Research FB page). We were unable to locate corporate Twitter handles for 22 of the Fortune 100 companies, so we assumed that they did not have Twitter accounts.
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  Social Media Usagein Top 10 Companies of the Fortune 100 Average Number of Tweets in the F100: 2674 Average Number of Tweets in the F78: 3429 Average monthly Tweets over 36-month period: 95 Average Number of Following Outbound (Fo) in the F100: 2851 Average Number of Following Outbound (Fo) in the F78: 3656 Average monthly Following Outbound (Fo) over 36-month period: 102 Average Number of Followers Inbound (Fi) in the F100: 85,279 Average Number of Followers Inbound (Fi) in the F78: 109,332 Average monthly Followers Inbound (Fi) over 36-month period: 3037 Average FiFo ratio in the F100/F78: 30 Average Number of Facebook Likes (Li) in the F100: 1,259,185 Average monthly Facebook Likes (Li) over 36-month period: 34,977 Average LiFi ratio in the F100: 15 Average LiFi ratio in the F78: 12 NOTE: FiFo (Followers Inbound, Following Outbound) ratio is a measure of a company’s social curiosity and its level of reciprocity. LiFi (Facebook Likes, Followers Inbound) ratio defines a company’s likeability fidelity or amplitude.
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  Social Media Category1: F100 Top 10 Twitter Followers Inbound (Fi) Serial F100 Company Industry Followers Following FiFo Ratio Tweets FB Likes LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 92 Google Information Services 4,034,240 363 11,114 3,142 4,759,547 1 2 65 Walt Disney Media & Entertainment 1,089,878 33 33,027 939 29,773,471 27 3 70 Coca-Cola Food & Beverages 443,924 66,898 7 44,777 36,549,714 82 4 33 Target Retail 280,202 1,160 242 4,169 7,924,078 28 5 88 Delta Air Lines Airlines 276,340 923 299 4,219 278,452 1 6 47 Best Buy Retail 254,635 533 478 4,348 5,546,061 22 7 91 American Express Banking & Finance 204,693 17,628 12 11,062 2,349,296 11 8 78 Amazon.com Retail 179,680 55 3,267 1,001 2,178,477 12 9 38 Microsoft Software 175,993 585 301 1,922 1,031,585 6 10 1 WalMart Retail 129,424 1,525 85 2,079 11,142,743 86 Top-ranked Google with its 4+ million Twitter Followers swamped second place Walt Disney with its 1+ million Twitter Followers. Both, Google and Delta Airlines have managed to maintain a LiFi ratio of 1; but in Google’s case new growth in its Follower (Fi) base might be harder to come by. Coca Cola’s FiFo ratio of 7 and American Express’ FiFo ratio of 12 – both, coming under the F100 average of 30 – indicate a higher level of social curiosity and reciprocity than most companies.
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  Social Media Category1: F100 Top 10 Twitter Followers Inbound (Fi) Wal-Mart, #1 company in the F100 list, squeaked into the Top 10 Twitter Followers Inbound (Fi) list at #10 with its 129,424 Followers – which is a mere 3.2% of #1 Google’s 4+ million Followers.
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  Social Media Category2: F100 Top 10 Twitter Following Outbound (Fo) Serial F100 Company Industry Following Followers FiFo Ratio Tweets FB Likes LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 70 Coca-Cola Food & Beverages 66,898 443,924 7 44,777 36,549,714 82 2 30 Home Depot Retail 34,819 61,913 2 11,980 505,059 8 3 10 Ford Motor Automotive 33,587 96,449 3 8,566 1,035,699 11 4 59 Chrysler Group Automotive 23,812 25,264 1 8,454 242,284 10 5 91 American Express Banking & Finance 17,628 204,693 12 11,062 2,349,296 11 6 43 PepsiCo Food & Beverages 14,185 64,966 5 9,042 43,836 1 7 50 Lowe's Retail 12,446 32,370 3 4,665 785,926 24 8 57 Sears Holdings Retail 8,397 17,698 2 20,014 1,181,327 67 9 37 State Farm Insurance Insurance 6,748 18,809 3 10,076 193,611 10 10 49 Kraft Foods Food & Beverages 6,072 27,839 5 7,793 32,104 1 All ten companies in the list have low FiFo ratios (less than or equal to 12). Two of those companies, PepsiCo and Kraft Foods, also have LiFi ratios of 1, which suggests they will have to work harder at attracting new Twitter Followers (Fi). PepsiCo has less Facebook Likes (Li) than Twitter Followers (Fi).
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  Social Media Category2: F100 Top 10 Twitter Following Outbound (Fo) Coca Cola, #1 company in the Top 10 list, is following approximately 2x Twitter accounts than that of #2 Home Depot and roughly 11x Twitter accounts over #10 Kraft Foods.
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  Social Media Category3: F100 Top 10 FiFo Ratio Serial F100 Company Industry FiFo Ratio Following Followers Tweets FB Likes LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 22 UnitedHealth Healthcare 0.6 925 568 112 3,081 5 2 59 Chrysler Group Automotive 1.1 23,812 25,264 8,454 242,284 10 3 68 Sunoco Oil & Gas 1.2 2,837 3,337 717 857,351 257 4 30 Home Depot Retail 1.8 34,819 61,913 11,980 505,059 8 5 21 CVS Caremark Pharmacies & Drug Stores 1.9 455 866 259 805,958 931 6 57 Sears Holdings Retail 2.1 8,397 17,698 20,014 1,181,327 67 7 50 Lowe's Retail 2.6 12,446 32,370 4,665 785,926 24 8 37 State Farm Insurance Insurance 2.8 6,748 18,809 10,076 193,611 10 9 14 Citigroup Banking & Finance 2.9 4,459 12,733 3,181 182,006 14 10 10 Ford Motor Automotive 2.9 33,587 96,449 8,566 1,035,699 11 UnitedHealth’s Followers Inbound (Fi) count is barely 20% of the average F100 Fi of 2851. Social media savvy of Ford Motors – its Following Outbound (Fo) is more than a third of its ~97K Followers Inbound (Fi).
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  Social Media Category3: F100 Top 10 FiFo Ratio Chrysler has a better FiFo ratio (1.1) than Ford (2.9), so it would appear that Chrysler is more socially aware and reciprocal with its fans than Ford. However, Chrysler has about 26% of Ford’s Followers Inbound (Fi) and is thus covering a much smaller fan base
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  Social Media Category4: F100 Top 10 Company Tweets Serial F100 Company Industry Tweets Following Followers FiFo Ratio FB Likes LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 70 Coca-Cola Food & Beverages 44,777 66,898 443,924 7 36,549,714 82 2 57 Sears Holdings Retail 20,014 8,397 17,698 2 1,181,327 67 3 11 Hewlett-Packard Computer Equipment 12,281 2,049 102,640 50 881,472 9 4 30 Home Depot Retail 11,980 34,819 61,913 2 505,059 8 5 91 American Express Banking & Finance 11,062 17,628 204,693 12 2,349,296 11 6 37 State Farm Insurance Insurance 10,076 6,748 18,809 3 193,611 10 7 43 PepsiCo Food & Beverages 9,042 14,185 64,966 5 43,836 1 8 10 Ford Motor Automotive 8,566 33,587 96,449 3 1,035,699 11 9 59 Chrysler Group Automotive 8,454 23,812 25,264 1 242,284 10 10 49 Kraft Foods Food & Beverages 7,793 6,072 27,839 5 32,104 1 Coca Cola is #1 in Tweets–its total Tweets are ~2x that of #2 Sears and ~5x that of competitor PepsiCo. For a company to crack the Top 10, it would have to post at least 7 Tweets a day. #1 Coca Cola has averaged 42 Tweets a day over the past three years.
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  Social Media Category4: F100 Top 10 Company Tweets Sears Holding, #2 Tweet sender, has seemingly high-level of social awareness via Tweets, Facebook Likes and a low FiFo ratio. Yet, Sears recently announced the closing of over 100+ stores due to poor Holiday sales – suggests a disconnect between its social media and sales enablement efforts.
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  Social Media Category5: F100 Top 10 Facebook Likes Serial F100 Company Industry FB Likes Following Followers FiFo Ratio Tweets LiFi Ratio No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 70 Coca-Cola Food & Beverages 36,549,714 66,898 443,924 7 44,777 82 2 65 Walt Disney Media & Entertainment 29,773,471 33 1,089,878 33,027 939 27 3 1 WalMart Retail 11,142,743 1,525 129,424 85 2,079 86 4 33 Target Retail 7,924,078 1,160 280,202 242 4,169 28 5 47 Best Buy Retail 5,546,061 533 254,635 478 4,348 22 6 92 Google Information Services 4,759,547 363 4,034,240 11,114 3,142 1 7 56 Intel Computer Equipment 4,431,796 840 85,367 102 1,712 52 8 91 American Express Banking & Finance 2,349,296 17,628 204,693 12 11,062 11 9 78 Amazon.com Retail 2,178,477 55 179,680 3,267 1,001 12 10 16 Verizon Telecommunications 2,008,475 621 37,292 60 6,776 54 If Facebook Likes (Li) are to be believed, Coca Cola beats Walt Disney by ~7 million Likes. There is a stark difference in the social media strategies of #1 Coca Cola and #2 Walt Disney. Disney’s Following Outbound (Fo) tally is 33, which gives it an astronomically high FiFo ratio of 33,027 – suggests that Disney is not trying to cultivate its fan base via Twitter, but seems to be maintaining strong brand equity using Facebook. This perception is reinforced by the low number of Tweets (939) that Disney has put out so far.
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  Social Media Category5: F100 Top 10 Facebook Likes There is no relationship between likeability and a Top 10 Fortune 100 rank. Except for Wal-Mart, which garners 11+ million Facebook Likes, there is no other F10 company that is “likeable” enough to warrant an appearance in the Top 10 list.
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  Social Media Category6: F100 Top 10 LiFi Ratio Serial F100 Company Industry LiFi Ratio FB Likes Following Followers FiFo Ratio Tweets No. Rank 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 1 21 CVS Caremark Pharmacies & Drug Stores 931 805,958 455 866 2 259 2 28 Costco Wholesale Retail 519 388,349 0 748 4 3 68 Sunoco Oil & Gas 257 857,351 2,837 3,337 1 717 4 1 WalMart Retail 86 11,142,743 1,525 129,424 85 2,079 5 70 Coca-Cola Food & Beverages 82 36,549,714 66,898 443,924 7 44,777 6 57 Sears Holdings Retail 67 1,181,327 8,397 17,698 2 20,014 7 98 Deere Manufacturing Machinery 57 742,691 47 13,041 277 676 8 16 Verizon Telecommunications 54 2,008,475 621 37,292 60 6,776 9 56 Intel Computer Equipment 52 4,431,796 840 85,367 102 1,712 10 41 Dell Computer Equipment 41 916,280 2,378 22,493 9 1,110 #1 CVS Caremark and #2 Costco Wholesale are both well-liked companies that do not seem to have made an effort to garner a proportionate Twitter fan base. The Top 3 companies have below average Facebook Likes (F100 Li average is 1.25 million) and below average Followers Inbound (F100 Fi average is ~110,000) – in fact, their very large LiFi ratios are a result of weak Twitter activities.
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  Social Media Category6: F100 Top 10 LiFi Ratio #4 Wal-Mart and #5 Coca Cola are the only ones with LiFi ratios derived from above-average F100 Li and Fi numbers – indicating a healthy balance between their respective Facebook and Twitter activities.
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  The Marketing Id’sTop 20 Social Media Savvy Ranking of the F100 TMI F100 Company # of Industry Followers FB Likes LiFi Ratio Following FiFo Ratio Tweets Rank Rank Top 10 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 12/28/2011 4 3 2 1 1 70 Coca-Cola 5 Food & Beverages 443,924 36,549,714 82 66,898 7 44,777 2 91 American Express 4 Banking & Finance 204,693 2,349,296 11 17,628 12 11,062 3 57 Sears Holdings 4 Retail 17,698 1,181,327 67 8,397 2 20,014 4 1 WalMart 3 Retail 129,424 11,142,743 86 1,525 85 2,079 5 10 Ford Motor 3 Automotive 96,449 1,035,699 11 33,587 3 8,566 6 30 Home Depot 3 Retail 61,913 505,059 8 34,819 2 11,980 7 59 Chrysler Group 3 Automotive 25,264 242,284 10 23,812 1 8,454 8 37 State Farm Insurance 3 Insurance 18,809 193,611 10 6,748 3 10,076 9 65 Walt Disney 2 Media & Entertainment 1,089,878 29,773,471 27 33 33,027 939 10 92 Google 2 Information Services 4,034,240 4,759,547 1 363 11,114 3,142 11 33 Target 2 Retail 280,202 7,924,078 28 1,160 242 4,169 12 47 Best Buy 2 Retail 254,635 5,546,061 22 533 478 4,348 13 56 Intel 2 Computer Equipment 85,367 4,431,796 52 840 102 1,712 14 78 Amazon.com 2 Retail 179,680 2,178,477 12 55 3,267 1,001 15 16 Verizon 2 Telecommunications 37,292 2,008,475 54 621 60 6,776 16 68 Sunoco 2 Oil & Gas 3,337 857,351 257 2,837 1 717 17 50 Lowe's 2 Retail 32,370 785,926 24 12,446 3 4,665 18 21 CVS Caremark 2 Pharmacies & Drug Stores 866 805,958 931 455 2 259 19 43 PepsiCo 2 Food & Beverages 64,966 43,836 1 14,185 5 9,042 20 49 Kraft Foods 2 Food & Beverages 27,839 32,104 1 6,072 5 7,793
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  The Marketing Id’sTop 20 Social Media Savvy Ranking of the F100 Coca Cola is a clear winner as the only company making an appearance in five of six Top 10 lists in the social media categories that were analyzed:  #3 in Fi list  #1 in Fo list  #1 in Tweets list  #1 in Li list  #5 in LiFi list American Express ranked #2 over Sears Holding #3 based on The Marketing Id’s weighted formula*. *To break a tie between similar number of appearances by different companies, we used a formula that weighted Fi, Li, Lo, and Tweet count in a descending Retail was the most social media savvy sector order of importance to calculate a company’s weighted with 7 companies in the Top 20 rankings. social media savvy sum. Food & Beverages sector was the second most social media savvy with 3 companies, including overall winner – Coca Cola. Automotive sector had 2 companies in the Top 20 rankings
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  LinkedIn Followers ofthe Top 20 Social Media Savvy Companies TMI Company LinkedIn Twitter Delta Rank Followers Followers 1/5/2012 12/28/2011 1 Google 374,215 4,034,240 3,660,025 2 Walt Disney 66,466 1,089,878 1,023,412 LinkedIn business model is still 3 Coca-Cola 63,388 443,924 380,536 evolving from being a primarily job- 4 Best Buy 37,493 254,635 217,142 seeker network 5 Target 74,494 280,202 205,708 6 American Express 64,653 204,693 140,040 In comparing the number of Linked 7 Amazon.com 70,469 179,680 109,211 Followers to Twitter Followers (Fi) 8 WalMart 93,110 129,424 36,314 in the F100 Top 20 list, Twitter 9 Ford Motor 75,671 96,449 20,778 Followers (Fi) exceed their Home Depot 10 Lowe's 42,160 61,913 19,753 corresponding LinkedIn Followers 11 Sunoco 21,335 32,370 11,035 by over 5.6 million 12 3,153 3,337 184 13 Chrysler Group 25,799 25,264 -535 Hence, the focus of this report on Verizon 14 Sears Holdings 41,904 37,292 -4,612 two of the most popular social 15 State Farm Insurance 26,092 17,698 -8,394 media networks in the business 16 31,746 18,809 -12,937 17 PepsiCo 87,213 64,966 -22,247 domain, namely, Facebook and 18 CVS Caremark 24,325 866 -23,459 Twitter 19 Intel 120,520 85,367 -35,153 20 Kraft Foods 69,036 27,839 -41,197 Totals 1,413,242 7,088,846 5,675,604
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  Thank You!