The University of Massachusetts’ Center for Marketing Research is out with its annual look at social media usage among Fortune 500 companies.
There are some surprising – and some not-so-surprising – findings in the results.First, corporate blog usage continues to decline. This tactic peaked in 2013 at 34% but has fallen this year to 21%. That shows a continued swing in thinking from the hub-and-spoke model that has been in place for years to one that’s focused on off-domain efforts. Those off-domain efforts are increasingly involving networks and apps that aren’t necessarily dependent on links back to more content/context such as Twitter and Facebook. Blog usage is not only dropping, it’s even below where it was in 2009 when it was 22%.