Twitter maintains status as top social media platform amongst FTSE 100
Twitter has been named as the most popular social media platform amongst FTSE 100 companies for the second year running, with YouTube and Pinterest being the fastest risers, according to research conducted by Threepipe Unlimited.
69 members of the UKs top share index maintain an official account on the microblogging platform, equalled by YouTube which is also utilised by 63 members.
Dominant social media site Facebook lagged behind however, being adopted by just 47 of the UKs top 100 companies.
Conspicuous by there absence were 22 firms which maintain no active social media presence whatsoever, notably Prudential which remains a holdout despite having 7m UK customers.
Amongst the biggest movers in the fast changing sector are Google+ which has been adopted by 40% of FTSE 100 firms, Pinterest which is now used by 10%.
Beth Carroll, head of social media at Threepipe, comments: “The dramatic shift in content this year reveals that social media strategies are becoming more sophisticated, and this is evident in the growing popularity of mediums such as YouTube.
“The FTSE 100 is clearly in the early stages of its social media life cycle, but I’m particularly interested to see the high rate of adoption of emerging platforms such as Google+ and Pinterest. Pinterest clearly represents a big opportunity for many FTSE members who are already building their presence on the platform. The site’s recently been valued at over $1 billion, so it will be interesting to see how the channel develops over the next year, as more companies move beyond just seeding news-based content.”