JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Twitter Usage in the Fortune 50: A Marketing Opportunity?
Author(s): Carl J. Case, Darwin L. King
Citation: Carl J. Case, Darwin L. King, (2011) "Twitter Usage in the Fortune 50: A Marketing Opportunity?" Vol. 5, Iss. 3, pp. 94 - 103
Article Type: Research paper
Publisher: North American Business Press
The Web 2.0 is transforming how organizations communicate. One of the fastest growing aspects of this
communication has been Twitter microblogging. This paper examines web pages of the 2009 Fortune 50
firms as listed on the CNN Money website to determine their implementation and usage of Twitter.
Results indicate that the majority, 54%, of firms have a Twitter account. Moreover, 37% of these firms
have multiple accounts. Although usage varies by industry sector, 85% of the companies utilizing Twitter
use the technology for news distribution. Twitter is used to a much lesser extent for
marketing/promotions, customer service, and human resources.