Insurance companies in the Fortune 500 only slightly increased their use of Twitter in 2011, according to an annual study from the Center for Marketing Research at the University of Massachusetts Dartmouth.
The number of insurance companies in the F500 with active Twitter accounts moved to 21 in 2011 from 20 in 2010, the study found.
Insurance companies continue to rank first among industry sectors with a Facebook account, though the number with corporate Facebook pages dropped to 27 in 2011 from 28 in 2010.
Meanwhile, the number of insurers in the F500 blogging rose to 4 in 2011, up from 3 in 2010.
Overall, the study revealed that 23 percent (114) of the 2011 F500 have corporate public-facing blogs, the same level as in 2010, while 62 percent use Twitter, compared to 60 percent in 2010, and some 58 percent are now on Facebook, an increase of just 2 percent on 2010.
The study notes that the adoption of blogs, Twitter and Facebook in the 2011 F500 appears to have leveled off with no significant change in the past year:
These results may signal a leveling off and possibly retrenchment when it comes to the adoption of social media among the 2011 F500. There is also evidence of change in the adoption of these tools by industry and a clear sign from some companies that these are not part of their communications strategy.
Given that the F500 are the titans of American business, we may be seeing the slowdown in business adoption of social media. At the very least, this group appears to have slowed or stopped its adoption of the three most prominent tools Ã¢â‚¬“ Blogging, Facebook and Twitter.”