We reported a little while a go that Twitter was the most popular social network among FTSE 100 companies. That is echoed here with Burson-Marsteller’s latest social media check-up.

Top line facts detailed below show that as many 82% of Fortune Global 100 companies have at least one Twitter account and that it leads the way for businesses when it comes to customer engagement, which the report says is increasingly becoming second nature to many companies.

This is borne out by the fact that firms now have more and more accounts, across the different social platforms, than ever before allowing them to  speak to different audiences and geographies.

What’s interesting is that Facebook is not the number two platform. Surprisingly that honour goes to YouTube. It finished second in the poll with 79% of Fortune Global 100 firms now having a branded YouTube channel.

Facebook was third with 74% having an active Facebook presence. The figure drops to 48% for Google and 25% for Pinterest.

Dallas Lawrence, Burson-Marsteller chief global digital strategist, says: ”People want to interact and connect with these major companies, and these platforms are the bridge directly to the heart of these organizations. What’s even more impressive is how much companies are engaging back with followers. Seventy-nine percent of corporate accounts attempt to engage on Twitter with retweets and @-mentions, and 70 percent of corporate Facebook pages are responding to comments on their walls and timelines.”

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