1. Burson-Marsteller’s
@bmlatam
#LatAmSocial
facebook.com/BMLatinAmerica
bm.com/social

2. Study
Methodology
The study examines the use of social media by the top 25 companies, based on revenue, in
Argentina, Brazil, Colombia, Chile, Mexico, Peru, Puerto Rico, Uruguay and Venezuela. In
total, 225 companies were sampled.
Specifically it looks at how these companies use:
Twitter Facebook YouTube Google Plus Blogs
The data for this study was pulled during June 2012. The data in this study is compared to
Burson-Marsteller’s Latin America Social Media Study 2010, The Global Social Media Check-
Up 2010 and The Global Social Media Check-Up 2012.
2 *The Latin America Social Media Study 2010 did not include Uruguay, which has been included in this study.

3. The Majority of Companies in Latin America
Are Now Active on Social Media
Companies Using at Least One Social Media Platform
87%
79%
65%
49%
2010
2012
2010
2012
Latin America Global
3

4. Percent of Companies in Argentina Using Social
Media Platforms More Than Doubles
Companies Using at Least One Social Media Platform
88% 84%
80%
76% 76% 76% 75%
64% 63% 60% 2010
57%
48% 2012
40%
36%
28%
25%
5%
4

5. Twitter Catches Up to Facebook as the Platform of
Choice for Companies
50% 53%
2010
39% 2012
32% 31%
25%
20%
11% 12%
Blogs
5

6. Twitter
6

7. The Percent of Companies in Latin America with
Twitter Accounts Increased by 21 Percent Since
2010
82%
+17%
+21% 65%
53%
32%
2010
2012
2010
2012
Latin America Global
7

8. Percent of Companies with Twitter Accounts More
than Doubles in Argentina, Peru, Puerto Rico and
Venezuela
88%
80%
68%
68% 2010
60%
56%
53% 53% 2012
40% 43%
36% 35%
32% 32%
29%
15% 15% 12%
5%
8

9. Bank Customers in Venezuela Are Interacting with
Financial Institutions via Social Media
9

10. The Average Number of Followers Per Corporate
Account in Brazil and Mexico Skyrockets
66,958
2010
2012
43,01
33,77 7
7 31,78
4
19,02
13,00
3
9
8,496
4,206 4,814 4,714
2,626 1,538
1,624 525 2,240 1,005 788
777 85
10

11. One Company Uses Twitter to Share a Daily
Newsletter That Includes Information for
Prospective Employees
11

12. 53%
of corporate accounts in
Latin America engage with
followers through
@mentions or retweets
12

13. Conaprole Uses One Twitter Account as a Hub for the
Facebook Pages of the Company’s Many Brands
13

14. Companies Are Tailoring Their Twitter Accounts to
Meet The Needs of Customers from Different
Markets
14

15. 15

16. The Percent of Companies in Latin America Using
Facebook Increased By 11 Percent
+20%
+11% 74%
50% 54%
%
2010
2012
2010
2012
Latin America Global
16 Source: Burson-Marsteller

17. The Percent of Companies with Facebook Pages
More Than Doubles in Argentina, Brazil, Peru and
Puerto Rico
Percent of Companies with Facebook Pages
80%
76% 75%
2010
60% 60%
52% 56% 52% 2012
48%
43% 43%
25% 24% 24%
20% 16%
5%
17

18. Since 2010, The Number of Likes Per Facebook
Page for Companies in Latin America Increased
Exponentially
Average “likes” on Facebook fan pages
515,619
2010
2012
266,215
181,305
130,506
76,116 51,59
6 34,07
15,40 30,51 46,665
13,80 1
4 5
5
9,555
5,427 8,018 9,294 9,694 1,395
3,817
1,873
18

19. Companies Are Using Unique Facebook Cover
Images to Promote Fan Interaction, Deals, CSR
and Advertising
19

20. People Are Talking About Companies in Brazil
Average Number of People Talking About Company Facebook Pages
44,973
7,807 7,781
4,957
2,109 1,558 1,700
812 461 565
20

21. Companies in Peru Are Most Responsive to
Facebook Fans
Average Number of Responses to Fans’ Posts Per Page
in One Week of Data Collection
27
18.3
8.2 7.4 7.2
5.7
3.5 3.7
0.2 1.7
21

22. 22

23. Companies in Brazil Have More Views on YouTube
than the Global Average
Average Number of People Talking About Company Facebook Pages
2,303,458
2,024,931
652,612
45,259
12,462 38,958
2010
2012
2010
2012
2010
2012
Latin America Brazil Global
23

24. Nearly One-Third of Companies Are Actively
Sharing Content on YouTube
Percent of Companies with YouTube Channels
2010
52%
48% 48%
43% 2012
42% 40%
32% 29%
30%
25% 24% 24%
15% 20%
12% 12%
10% 15%
5%
24

25. Companies Are Creating YouTube Channels for
Different Audience Segments
Channel for external audiences
Channel for employees
25

26. Blogs
26

27. Only 12 Percent of Companies Maintain Corporate
Blogs
Percent of Companies with Corporate Blogs
2010
2012
37%
28% 29%
20%
12% 16% 16%
11% 11% 12%
5% 4% 5% 8% 5%
0% 0% 0% 0%
27

28. Energy Companies Have Active Blogs with Many
Comments from Readers
28

29. 29

30. Majority of Companies in Latin America Are Not
Using Google Plus
Percent of Companies with a Google Plus Page
48%
20%
LatAm
Gobal
30

31. Companies in Brazil, Peru and Mexico Lead on
Google Plus
Percent of Companies with a Google Plus Page
40% 40%
32%
24% 20%
20%
8% 8%
4%
0%
31

32. Contacts – B-M Digital Team
Dallas Lawrence Fernando Guevara Claudia Santamaria
Chief Global Digital Strategist Digital and Technology Digital Strategist, Miami
Burson-Marsteller Manager, Argentina +1-305-347-4344
310-309-6677 + 54-11-4338-1057 Claudia.Santamaria@bm.com
Dallas.Lawrence@bm.com Fernando.Guevara@bm.com
Rogério Gonçalves Robinson Velez
Cely Carmo Digital Strategist, Brazil Market Leader, Peru
Latin America Lead Digital Strategist +55-11-3040-2402 +51-1-610-97047
Burson-Marsteller Rogerio.Goncalves@bm.com Robinson.Velez@bm.com
+55-11-3-094-2256
Cely.Carmo@bm.com
Mario Boada Lynnette Teissonniere
Digital and Technology Market Leader, Puerto Rico
Director, Chile +1-787-622-6555
B-M Media Relations +56-2-751-7121 Lynnette.Teissonniere@bm.com
Mario.Boada@bm.com
Paul Cordasco
Managing Director,
Global Marketing Ana Pineres Florencia Bogliolo
+1-212-614-4522 Digital Strategist, Colombia Digital Champion, Uruguay
Paul.Cordasco@bm.com + 57-1-745-6060 + 598-2-623-2870
Ana.Pineres@bm.com Florencia.Bogliolo@bm.com
Stephanie Jimenez
Chief of Staff of Latin America
CEO, and Regional Marketing Luiz Carlos Rábago Basset Juan Pablo Hidalgo
+1-305-347-4338 Digital and Brandcomm Digital Champion, Venezuela
Stephanie.Jimenez@bm.com Director, Mexico +58-212-902-3365
+52-55-5351-6538 JuanPablo.Hidalgo@bm.com
Carlos.Rabago@bm.com
32
bm.com/social