Fortune 500 Increased Use of Social Media in 2012 — Twitter is #1

…ideas from Jeffery Giesener – – CEO

Fortune 500companies have increased their use of social media in 2012 to reach key constituents, according to the 5th Annual Benchmarking Study conducted by the University of Massachusetts, the Center for Marketing Research.

Twitter Rules

Twitter is the tool of choice with 73% having corporate Twitter accounts and at least one company from every one of the 71 industries on the list tweeting, according to the statistically valid study.

That was a bit of a surprise, as many brand name consumer companies are successfully leveraging Facebook to sell their brands, their product/services and to build interactive communities.

YouTube is also closing in on Facebook users (62% vs. 66%) among the  2012 Fortune 500.

The most successful companies understand that a blog is an essential component of their social media strategy.

For the first time this year, the study included specialty blogs that corporations have created to recruit new employees.

Key Findings

Key findings reported by UMass are:

  • 28% (139) of the primary Fortune 500 corporations have an external corporate blog. This is an increase of 5% from 2011.
  • 54% of the corporate blogs come from companies ranked in the top 200 on the list. Rank influences the use of blogging more than any other tool studied.
  • 66% (332) of the 2012 Fortune 500 primary companies have a corporate Facebook page. This is an increase of 8% from 2011.
  • 73% (365) of Fortune 500 primary companies have corporate Twitter accounts. This is an increase of 11% from 2011.
  • 62% (309) of the 2012 Fortune 500 primary companies are using YouTube.
  • 23% (115) of the 2012 Fortune 500 primary companies have neither a Twitter account nor a Facebook page. In 2011, 31% had neither.* *Posted by Jeanette Paladino

Now think about the potential to leverage Social Media to assist in your Talent Acquisition efforts: To enable the ability to net Passive Candidates in tough niche areas like IT, Nursing, Pharma, Medical and much more; To enable your jobs and conversations to go directly into your Candidates’ social networks.

So how do you cast your recruiting net?

SourceMob can help!

SourceMob Candidate Direct: Where your jobs and conversations go directly to your Candidates’ Personal Facebook Page, both privately and anonymously. Your Candidate selects the jobs they want by job category, relevancy and location and then SourceMob delivers these jobs daily (right from your ATS) directly to your Candidates without any involvement by your IT or HR team. You also do not take on more responsibility as the SourceMob program works totally on Autopilot.

SourcePools Conversations and Talent Community: Have your career pages been struggling with increasing defection rates? Our clients’ defection rates are improving and their Applies are increasing because instead of forcing candidates through the difficult ATS funnel to Apply, now candidates can connect with your Recruiters directly through our SourceMob Conversations and Talent Community solution. The result is your Recruiters can engage the best and brightest talent and then escort them directly into an Apply instantly. That is certainly a pivot for Talent Acquisition Professionals who want to net Passive and Active Candidates.

You can also see what is doing in Mobile Recruiting by typing into the browser of your mobile smartphone or Tablet device. Everyday we automatically synchronize your jobs from your ATS (it doesn’t matter which ATS) and deliver them directly to your Candidate’s mobile or Tablet device.

I would welcome the opportunity to personally show you how SourceMob can net Passive and Active Candidates in some of the toughest recruiting areas (IT, Nursing, R&D) without you having to pay recruiting commissions. Let’s set up a virtual appointment at your convenience. Simply reach me by email at or by phone at 612-349-2740.



Jeffery Giesener



Twitter: @sourcemob