The University of Massachusetts Dartmouth Center for Marketing Research has followed the adoption and use of social media tools in the Inc. 500 and Fortune 500 since 2008. The most recent iteration of the annual benchmarking reports showed Instagram to be the fastest-growing social media platform, with 22 percent of the Inc. 500 and 45 percent of the Fortune 500 now active users. This SNCR 2020 article examines the commonalities of Inc. 500 and Fortune 500 companies that have adopted Instagram, as well as the ways in which each group has tailored the use of the tool to meet their company goals and objectives.
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