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Fortune annually compiles a list of America’s largest corporations, the “Fortune 500.” While these companies may not always be the first to innovate, they do provide a look at emerging trends among America’s most successful companies. In 2008, the Center for Marketing Research at the University of Massachusetts-Dartmouth released one of the first studies of the Fortune 500's adoption of social media and has repeated that study every year since. The study has been expanded to include the use of the fastest-growing social media tools—Facebook and Twitter.
This report was originally distributed by the Society for New Communications Research, which officially merged with The Conference Board in January 2016.