According to Mashable, 79% of the Fortune 500 use Social Media. The most common outlet is Twitter, followed by Facebook, YouTube andBlogging. Let's take a look at this in a little more detail.
YouTube makes sense because most large companies have video resources and lots of tapes of executives speaking at different conferences. Therefore it's easy for them to leverage this existing resource and put it on YouTube. It's also becoming popular for B2C companies to post their TV commercials online as well.
Twitter and Facebook are often used (mistakenly) as a broadcast medium by companies. This allows many Fortune 500 companies to again broadcast the same messages they usually do. Glancing at many Fortune 500 company's Facebook and Twitter accounts will show you few followers and little or no interaction. There are notable exceptions, but the majority all follow the same route of regurgitating their content and press releases into the social media channel.
The fact that blogging takes up the last position among these forms unfortunately illustrates a continuation of the problem. Blogging takes more effort than sending an RSS feed to Facebook or Twitter even for a corporation. A blog that doesn't accept comments stands out as not being a "real blog" and will be criticized. You can't write a string of 140 character blog posts without someone noticing how poor they are. Someone in the company needs to take the time to write blog posts, and others need to edit them and approve them. All of this takes more effort than posting a video, or writing a Tweet or Facebook update.
Blogging also naturally promotes a deeper discourse with comments of substance that would have to be addressed. In simple terms it's harder to hide when you blog, compared to Twitter, Facebook, and YouTube. It also takes more effort and more people to do it.
Therefore, I believe that these facts further display the lack of commitment of these Fortune 500 companies to become engaged, transparent and authentic with their communities in social media.
Give me 1 Good Reason why you think this interpretation is wrong?