What the FTSE 100 do with social media

unileversocialmediaIf you want to get a rich snapshot view on what many of the FTSE 100 companies are doing with social media, look no further than "The Communicators’ Guide to FTSE 100 Social Media Use" published last week by the Three_D division of Threepipe, a London-based communication consultancy, and CorpComms magazine.

The report includes an analysis of the most active sectors across social media channels, and assessments of the top FTSE 100 companies on Facebook (nine examples) and on Twitter (ten examples), with more detailed case studies of four companies.

The report also includes some interesting ‘FTSE facts.’ For instance:

  • Burberry is the most popular FTSE 100 company on Facebook with more than four million followers.
  • Every tweet from TUI Travel is retweeted, on average, 48 times.
    Each tweet from Burberry has a potential reach of 66,000 making it the FTSE 100’s most powerful tweeter.
  • Just five companies – Barclays, Lloyds Banking Group, Pearson, Reckitt Benckiser, WPP – have a dedicated page on their corporate websites for social media channels.
  • At 32, Pearson has the greatest number of separate Twitter accounts, which represents its constituent brands, but only one for the corporate brand.
  • Just 14 companies – BP, British Land, Carnival Cruises, Essar Energy, Inmarsat, Legal and General, Marks & Spencer, Morrisons, Next, Reckitt Benckiser, Shell, Standard Life, Unilever and United Utilities – offer a link to their social media activities on their corporate website’s home page.


If you want to get an up-to-date look at what the UK’s top publicly-listed companies are doing with social media – many of those companies in regulated industry sectors such as financial services and pharmaceuticals: areas where too often you might hear about companies therefore not doing anything – "The Communicators’ Guide to FTSE 100 Social Media Use" is a handy document, a good snapshot on the current state of social media use by an influential business group. It’s well researched and credibly written and presented.

Very nice work by the report’s researchers and authors. It also explains its methodology – a must for credibility. Available on free download (PDF).

Also, check out the infographic.

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

  1. sarah

    Interesting facts. I wonder how long it will take other large companies to create a dedicated page on their corporate websites for social media channels?

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