How the FTSE 100 Have Doubled Down on Twitter…Literally
Last week, we highlighted a study from The University of Massachusetts Dartmouth Center for Marketing Research that showcased social media adoption and activity among Fortune 500 companies.
The study found, among other things, that 80% of the Fortune 500 companies are now active on Facebook and Twitter.
One of the questions we got from several members of our UK audience is how the top brands across the pond stack up. Luckily, London-based communications agency Battenhall recently released a study of the FTSE 100 on Twitter.
The study showcases the top 100 companies from the London Stock Exchange, and presents some insight on the Twitter activity, and year-over-year changes these brands have seen on the network.
Battenhall’s Overview of the FTSE 100 on Twitter
Battenhall’s study shows that in the last year, these 100 brands have collectively posted more than twice as many Tweets as their lifetime total in 2013.
- 10 companies in the FTSE 100 do not have a Twitter account at all, down from 12 in 2013
- Only 37 companies that are on Twitter have verified Twitter accounts, an increase of 10 from last year
- 6 of the 90 companies on Twitter have never tweeted, down from 8 last year
- 10 of those that are on Twitter have not tweeted in the last month, down from 19 last year
- Only 39 companies have more than 10,000 followers, up from 28 last year
- 20 companies have fewer than 1,000 followers, down from 21 last year
- The FTSE 100 companies tweeted 1,459,223 times in just the last year
- The top performers on Twitter are Burberry, Coca-Cola HBC, ITV, Marks & Spencer, and Sainsbury’s
- The lowest performers are GlencoreXstrata, Prudential, BHPBilliton, and CRH
Top 10 FTSE 100 Accounts By Followers
In addition to the top 10 accounts by audience, Battenhall ranked companies by growth and activity, then delved into some interesting analysis around the brands who aren’t on Twitter, and the brands who don’t have verified accounts.
Battenhall has made the full study available for download on their company blog.
What do you think are the most notable differences between The Fortune 500 and The FTSE when it comes to Twitter? Let us know in the comments, but fair warning, the first person who says “About 400 companies” is getting trolled.
Interested in other sample sets? Take a look at our most recent Simply Measured Twitter study, which analyzes the Interbrand Top 100 Global Brands, and the Forbes Fastest Growing Companies in America.
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.