International Journal of Business and Economics Volume 25, No. 1 June, 2026

Longitudinal Analysis of Corporate Social Media Usage

Katherine Taken Smith

Texas A&M University-Corpus Christi

Abstract

The purpose of this paper is to examine corporate social media usage over a ten year span to identify changes that have occurred. Data comes from the Fortune 500 companies. Findings indicate that the number of companies using social media increased from 80% to 99%. The number of platforms maintained by the average firm increased from 2.9 to 4.6. LinkedIn incurred tremendous growth and passed Facebook and X (formerly called Twitter ) to be the most widely used platform. A new social media platform emerged, TikTok. This study found that companies using more social media platforms have higher profit margins on average.

Keywords：Social Media, Corporate Social Media, Social Media Marketing, Marketing Strategy, Customer Relationship Management, Marketing Communications

JEL Classifications：M31, M37, M39

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