Burson-Marsteller Study Reveals Growth in Corporate Use of Social Media
Platforms across Latin America
MIAMI -- January 16, 2013
Burson-Marsteller, a leading global public relations and communications firm,
today launched the Latin America Social Media Check-up 2013, which examines
the use of social media platforms by the top 225 companies in Latin America.
The study looks at how these companies use Twitter, Facebook, YouTube, blogs
and, for the first time, Google Plus.
According to the study, 65 percent of companies in Latin America are now
active on at least one social media platform, marking an increase of 16
percentage points since 2010 when the first Latin America Social Media Study
was conducted. Facebook maintained its popularity, and the study showed an 11
percentage point increase in use of the platform since 2010. However, Twitter
now rivals Facebook as the platform of choice. Indeed, more than half of the
companies (53 percent) examined have at least one Twitter account, an increase
of 21 percentage points from the previous study.
“This year’s study not only shows the rising presence of companies on social
media platforms, but also a significant increase in their engagement with
stakeholders through these channels,” said Ramiro Prudencio, CEO of
Burson-Marsteller Latin America. “More than half of corporate accounts engage
with followers through @mentions or retweets, and the number of likes per
company Facebook pages grew exponentially. Rather than pushing content,
companies are establishing dialogues with their audiences. This two-way method
of communication is fairly new in the region.”
In addition to increasing their use of social media platforms, companies are
also creating specific profiles for each of their brands, allowing them to
engage with target audiences in one or even multiple markets.
“There is evidence that companies are creating content to meet the needs of
each of their stakeholders,” said Cely Carmo, Lead Digital Strategist for
Latin America. “The usage of social media is becoming more strategic, and both
content and language need to be platform and audience specific.”
Burson-Marsteller compared data collected during 2012 with Burson-Marsteller’s
Latin America Social Media Study 2010, The Global Social Media Check-Up 2010
and The Global Social Media Check-Up 2012. The sample included the 25 top
companies, based on revenue, from each of the following markets: Argentina,
Brazil, Colombia, Chile, Mexico, Peru, Puerto Rico, Uruguay and Venezuela.
To access the complete analysis of these findings, visit bm.com/social.
Other key findings include:
*The average number of followers per corporate Twitter account was higher
in Brazil (66,958) and Mexico (43,017) than any other market.
*The percentage of companies with Facebook pages more than doubled in
Argentina (48 percent in 2012 v. 20 percent in 2010), Brazil (52 percent
in 2012 v. 16 percent in 2010), Peru (52 percent in 2012 v. 25 percent in
2010) and Puerto Rico (24 percent in 2012 v. 5 percent in 2010).
*Companies in Peru are most responsive to Facebook fans, averaging 27
responses to fans’ posts per corporate page in one week of data
*Nearly one-third of companies (30 percent) are actively sharing content on
*Forty percent of companies in Brazil, 32 percent of companies in Mexico
and 40 percent of companies in Peru are on Google Plus.
Burson-Marsteller, established in 1953, is a leading global public relations
and communications firm. It provides clients with strategic thinking and
program execution across a full range of public relations, public affairs,
reputation and crisis management, advertising and digital strategies. The
firm’s seamless worldwide network consists of 73 offices and 85 affiliate
offices, together operating in 110 countries across six continents.
Burson-Marsteller is a unit of WPP, the world’s leading communications
services network. For more information, please visit bm.com.
Stephanie Jimenez, 305-347-4338
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