How Top Companies Use Social Media [Statistics]

Canadian businesses can learn a lot from Fortune Global 100 companies about how to use social media and online discussion to promote their brand and engage consumers.  Marketers can also watch and learn from Canada’s top public companies that have a strong social media presence. Following is a list of the known social networks that the top 10 Canadian companies participate in, although they may actually be present on additional networks.

  1. Toronto Dominion Bank is on Twitter, Facebook, YouTube and LinkedIn
  2. Bank of Nova Scotia is on Twitter, Facebook and YouTube
  3. The Royal Bank of Canada is on Twitter, Facebook and YouTube
  4. Barrick Gold is on Twitter, Facebook and Google+
  5. Suncor Energy is on Twitter, Facebook, YouTube, LinkedIn and Flickr
  6. Imperial Oil (Esso) is on Twitter, Facebook and YouTube
  7. Bank of Montreal is on Twitter, Facebook, YouTube and LinkedIn
  8. CIBC is on Twitter and Facebook
  9. Potash Corp. of Saskatchewan is on Twitter, Facebook, YouTube & LinkedIn
  10. Teck Resources is on Twitter and LinkedIn

Check out more Canadian companies listed in The Globe & Mail’s Report on Business Magazine article, Ranking Canada’s Top 1000 Public Companies by Profit.

Unfortunately, you’ll have to do some legwork to study Canadian business social media statistics. For a global perspective, we have the latest research done by Burson-Marsteller and Visible Technologies.  The Burson-Marsteller Global Social Media Check-Up 2012 examined the Fortune Global 100’s use of Twitter, Facebook, YouTube, Google+ and Pinterest. Visible Technologies provided additional data for online discussions of Fortune Global 100 companies, including how much consumers and other stakeholders talk about companies online via social networks, forums, blogs, review websites and news sites.  Following are the statistical highlights of the report.

Top Social Media Network Statistics

The Twitter platform has grown 700% in the past two years, to over 340,000,000 tweets per day or more than 3 billion tweets every three days.

As of March, 2012, Facebook had 901 million active users.  Nearly one in every seven humans on earth is an active Facebook user.

72 hours of video are uploaded to YouTube every minute.  As of May, 2012, more than 4 billion videos were viewed per day, and 800 million unique visitors visit YouTube each month.

Social Network Usage By Global 100 Companies

Companies using at least one social media platform increased by 10% since 2010 to 87% in 2012

Percent of Fortune Global 100 Companies with:

Twitter – 82%
YouTube – 79%
Facebook – 74%
Google+ – 48%
Pinterest – 25%

Online Mentions of Global 100 Companies

The Fortune Global 100 Companies were mentioned online 10,400,132 times in one month.

The average number of mentions per company in one month:

Twitter – 55,970
Forums – 19,739
Blogs – 19,610
News – 2381
Facebook – 4606
Video/Photo sites – 173
Reviews/Shopping sites – 36

The 10 global companies with the most online mentions were:


Number of Accounts on Each Network

Companies are creating multiple accounts to target audiences by geography, topic or service. Additional accounts may be established for customer service, general news, career opportunities, specific products/brands, or languages.

The average number of accounts per company on:

Facebook – 10.4
Twitter – 10.1
YouTube – 8.1
Google+ – 2.6
Pinterest – 2.0

Additional Statistical Tidbits

The average number of Twitter accounts that each corporate account is following increased by 182% since 2010, to 2062 in 2012. The average number of followers per corporate Twitter account nearly tripled in the last year to 14,709.  79% of corporate accounts engage on Twitter with retweets and @mentions.

74% of Global 100 Companies have a Facebook presence in 2012.  The average number of ‘Likes’ per page has increased 275% since 2010, to 152,646 in 2012.  Each corporate Facebook account has an average of 6101 people talking about it and 70% are responding to comments on their walls & timelines.  93% of Facebook pages are updated at least weekly.

Companies with YouTube channels increased by 39% in the past year, to 79% in 2012. Each corporate YouTube channel averages 2,024,931 views and 1669 subscribers.

Need some guidance?

Here are a few expert resources to help you learn more about using social media for business success:

  • Free LinkedIn training is available at LinkedU: How to Create a Massive LinkedIn Referral Network with THE Most Influential Players in Your Market.
  • The book Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More, was revised and expanded in 2015 and is perfect for social media novices.

Visible Technologies
The Globe & Mail


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Digital Business & Marketing Manager at Online Business Canada | Website | + posts

Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In over 20 years of working online, she has owned or managed both educational and eCommerce websites.

Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on, and, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.

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I have found the top companies can be worse for social media but that may be because they outsource. Big mistake that.


I learn so much from studying the leaders in online business, thanks for the info.

Workin it in Scarborough

Interesting stats. I wish we had more specific stats for Canada but I appreciate your data for the top companies.

Hey Melodymckinnon,
Very interesting, I’m looking for industry specific social media statics regarding health insurance companies and decision makers. Does anyone know of good resources?
Thank you for your help!
Kindest Regards