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Study: Biggest companies accelerate social media marketing

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North Dartmouth, Mass.—Social media marketing continues to make inroads among the largest companies, with a third more Fortune 500 companies using public-facing blogs last year than they did in 2008, according to a new study from the University of Massachusetts Dartmouth.

The university’s Center for Marketing Research found that 108 companies in last year’s Fortune 500 list were active in posting to a public-facing blog, compared with 81 the previous year. The use of Twitter posts dominates this activity, according to the study.

While large companies are using social media more than in the past, smaller, private companies are much more active, the study found. Among companies listed on the Inc. 500, for example, the percentage using public blogging last year was more than twice that of the Fortune 500 companies.

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