Being successful on social media isn’t an exact science. Balancing the need to maintain a brand’s ‘tone of voice’ while actually producing content that people want to read and share can be a difficult task, but it seems the cream of UK PLC is more active on Twitter and Facebook than ever.
The companies that make up the FTSE 100 now have a collective total of more than 12.4 million followers, according to a new report from comms agency Battenhall, a 93% increase on last year. The 91 companies that have Twitter accounts have generated a total of 2.9 million tweets, around 1 million of which were posted in the last year alone.
The ten most followed FTSE 100 Twitter accounts. Credit: Battenhall
But not all Twitter accounts are created equal. The report found that fashion brand Burberry had the most followers – an impressive 4.5 million – while pharma giant Shire languished at the bottom of the league table with just 30 (though that’s since increased to the only slightly more impressive 185). The report said that Sky, the second most-followed company, is the most influential. That’s according to the Moz measure of ‘social authority’, which is based on how many retweets a brand tends to get.
The five most influential FTSE 100 companies on Twitter. Credit: Battenhall
While many consumer brands have made an art of converting Twitter follows and Facebook likes into sales, a lot of B2B businesses don’t see the point. That probably explains why there are still 9 members of the FTSE 100 that have no presence on Twitter at all, including miners Glencore, Randgold and Antofagasta, packaging manufacturer Mondi and the parent group companies of British Airways (IAG) and Primark (Associated British Foods).
But Twitter isn’t just about branding and customer service. The report found that a lot of companies were using it as a way of communicating with investors. ‘Twitter has without doubt become a more corporate playground for the FTSE 100s,’ said Drew Benvie, the report’s principal author. ‘There are more B2B brands tweeting, such as Shire PLC, which started just last month, and fewer silent brands than ever before. In total 18 companies use Twitter as a corporate PLC styled news feed.’
That being the case, it wouldn’t be surprising to see the likes of IAG and Glencore finally take the plunge in the coming few years.