Social media marketing usage among the Inc. 500 — the 500 fastest-growing private companies — indicates they are continuing to increase their usage of some social media tools, while pulling back from others.
Facebook usage was up in 2011, along with usage of Twitter and foursquare. Nearly three-quarters of the companies studied were using LinkedIn in 2011, and almost half had adopted YouTube.
Compared to 2009–2010, the usage of blogs, online video in social media, message/bulletin boards, podcasting and Myspace were all down. There was also a 50 percent decrease from 2010 in Inc. 500 companies who said they used no social media marketing tools.
But some of the abandoned marketing tools are still reported to be highly effective for companies that continue to use them. Message and bulletin boards, along with blogging, got the highest success ratings of any tools, among companies that use them for marketing.
While a strong majority of respondents indicated they were having success with Twitter (86%) and Facebook (82%), this was lower than several other, less-popular services.