Erin Byrne

(Episode 445; 13 minutes 32) Communications firm Burson-Marsteller has studied the social media use of the Fortune 100 companies and found that most are using at least one platform, with Twitter the most popular.

But 79% of these companies are using only one social media mechanism, which seems to suggest the approach is a little haphazard and not integrated.

In this edition of BTalk you’ll hear from Erin Byrne, Burson-Marsteller’s Chief Digital Strategist, who describes the findings of the study and what it tells us about how big companies operate in the social media space. There are learnings for companies of all sizes here, as we discuss why businesses need to bed-down a comprehensive digital media strategy or risk damaging their brand.

Read more about the Fortune Global 100 Social Media Study here.