This is the first in a series of posts that will examine how
many of the Fortune 50 have really evolved past the
toe-in-the-water phase, and how many are still in the
Blended home pages
Blended home pages are a growing trend. Seventy-six percent of the
Fortune 50 now have what I call blended home pages -- which include
links to the company financial and other corporate information on
the official, consumer-facing home page.
Sure, many of those home pages link to staid, old-time "investor
information" pages like AIG's. But others, like
Target 's, have blended their corporate and
consumer sites and included icons leading to all of their online
Verizon has actual humans on its investor pages,
and has an up-to-date, friendly look on its home page, which is
completely devoid of social-media icons.
You have to dig down through the teeny "About Us" link at the bottom of the company's home page to find -- the
third link from the home page -- links to Verizon's outstanding and
robust social media presence.
Who owns social media?
Are companies still unsure how stockholders feel about social
media? Are IT, marketing, PR, sales, legal and -- of course -- the
bean counters and whomever else still fighting for control of
emerging media. You bet they are!
I can agree that many of these old-time financial and corporate
sites have earned some Google-juice over the years, but that's no
excuse for not creating new, blended home pages to represent the
company to its stakeholders. It's time to accept the fact that any
and all information that would appear on a company's investor
relations site is freely available in Google and other search
engines' financial pages.
Other posts in this series will note how many of the Fortune 50
have official company Facebook pages; how many know enough about
Twitter to protect their brand from hijacking by Verifying their
accounts, and how many have a clear social media engagement policy
for visitors to their online properties.
Get out your trench coat and dark glasses. This is going to be