Real Fresh TV | Specialists in Social Commerce and Social Media Marketing

So I’m putting together that long promised post updating my study on social media usage amongst FTSE 100 companies.

This post will see me cover 5 more companies, moving the total covered in our table so far from 15 to 20 companies.  This time I will be reviewing BHP Billiton, BP, B Sky B Group, BT Group and Cadbury.

The reason it takes so long is that it is actually 6 blog posts in one.

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This post is part of a series of articles exploring how to use social media to solve real life marketing problems facing marketers in the UK.

Each article is a response to a real-life question posed by a delegate at my masterclass at March’s Marketing Tech: Tailor Made conference in London. You can read every article in the series by clicking on the ‘Practical social media advice‘ tag.

The Real-Life Marketing Problem

“We distribute tickets for European Rail Tavel. It is difficult to depict customer experience as our products do not belong to us (the trains) and the experiences are so inconsistent.

We also have very restricted budgets so cannot afford digital media.

How to use Facebook or YouTube to get results?”

The Social Media Solution

It turns out that Virgin Trains provide a model answer! The UK train operating company has recently started producing a video podcast series titled ‘Our Man’s Video City Guides’.

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As mentioned previously, I am studying on social media usage amongst FTSE 100 companies in the UK.

To keep things brief, I will now be reporting on 5 companies at a time, and not 10 as detailed in my earlier post discussing the methodology to be used.

The FTSE 100 list this study is derived from can be found on Yahoo! Finance’s FTSE 100 page.

The table below gives an at-a-glance view of how the first five companies measured up. As was expected there is very little social media usage currently amongst these captains of UK industry.

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This study of social media usage amongst FTSE 100 companies is the first of its kind and will hopefully form a benchmark for assessing the impact of the digital revolution on online marketing and consumer engagement in the UK.

According to the Guardian.co.uk Business Glossary:

“The FTSE 100 index comprises the 100 most highly capitalised blue chip companies on the London Stock Exchange, representing approximately 81% of the UK market.”

Over time, the table below will grow to include information about all 100+ companies in the FTSE 100 index, providing an at-a-glance look at how well these multinational corporations are engaging the UK’s digitally savvy consumer.  Initially devised and written by company founder, Chi-chi Ekweozor, the study is now maintained by Ross Enston, Abid Ramtoola and Dan Crabtree.

Click on the company name to read a detailed analysis of its usage of social media.

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