Study: Large companies comfortable with social

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New York—The world's largest companies are increasingly comfortable with social media interactions, regularly engaging with social users using interactive functions, according to a new study from public relations agency Burson-Marsteller.

According to the company's second annual "Burson-Marsteller Global Social Media Check-up," 67% of companies ranked among the Fortune Global 100 that are on Twitter are using such interactive tools as the "@reply" function to respond directly to other users, and the "@mention" tool to gauge brand comments, a significant increase over last year.

Further, 74% of large companies on Facebook allow users who "Like" them to post on their page walls, and 57% are responding to those posts.

Data for the study were collected between November and January based on companies' social media activity on Twitter, Facebook and a variety of other social channels.

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