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FTSE 100 on social media: the winners and losers

Posted by: Jimmy Bower

The company FTI Consulting recently released a study on how FTSE 100 companies are using social media to support long-term marketing strategies. This study has revealed the extent of these companies’ usage of social channels and in turn, the effectiveness of the content that they are sharing.

One of the main outcomes of the analysis is that surprisingly, FTSE 100 firms are finally getting the hang of social media and even using Snapchat to build their profiles.

FTSE 100 firms with official accounts on Snapchat include Burberry, Next, Reckitt Benckiser, Paddy Power, Morrisons, Unilever's Lynx and Whitbread's Costa Coffee. Other FTSE100 companies are using Snapchat's Discover channels for content, such as Sky, while some brands including Vodafone are partnering with the social network to create tailored filters to raise awareness of CSR campaigns such as anti-bullying.

"This is the first year we have begun tracking brands’ use of Snapchat, and it’s clear to see that Twitter has reached its peak and Snapchat is the new playground for UK PLC," said communications agency Battenhall founder, Drew Benvie.

Meanwhile, 8 of the top 100 FTSE companies still have zero presence on Twitter according to the annual FTSE 100 social media report from Battenhall. The number of Tweets from the index has increased 20% over the past year and is 6 times greater than in 2013.

The report named BP as the firm with the most effective social media strategy across multiple social media platforms including Twitter, Linkedin, YouTube and SlideShare. The oil giant’s social media content was engaged with 1,194 times, this is almost twice as many times as the runner-up, TUI Group. Vodafone came in third and Shell fourth in the full rankings.

The report states, "One of the reasons for BP’s outstanding performance in our index is the company’s long-term and consistent use of rich media. An overwhelming majority of BP’s tweets and LinkedIn posts contain images or videos, and the company is using specialist image-driven platforms, including Instagram, to communicate with its stakeholders. We expect platforms like Instagram, Periscope and Snapchat to play a bigger role in corporate communications in the year ahead."

The big winners on social media are retailers Burberry and Marks and Spencer, media firms Sky and ITV and bookies, Paddy Power and Betfair.

The blue-chip companies with the fewest followers can be found in the commodities and conglomerates sectors including Antofagasta with just 9 followers, British Airways owner International Airlines Group, and mining companies Fresnillo and Glencore.

“In the year ahead we expect to see some of the common uses of Twitter spreading to Snapchat, such as customer service, recruitment and brand news, similar to how Twitter came to be used when we started compiling our research in 2013. Snapchat’s user base is growing rapidly and its demographic is expanding, so we will be tracking this area of the social media landscape closely through 2017”, concludes Drew Benvie, owner of the London based multi award winning communications agency.


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