A study recently carried out by Burson-Marsteller Communications Group shows that 79% of Fortune 100 companies are embracing social media. The study also gives evidence regarding detailed use of social media by those companies: the channels they are focusing on and their dedication to social media. As most of us know, Top 100 Fortune Companies puts together the most respected and renowned names, which also have access to the best resources due to the large budget they have in hands to manage. For traditional marketing, this has always given them a boost. However, can their resources represent an advantage when it comes to their online marketing strategy and their involvement in creating a strong online brand? Some say social media marketing is about using the right strategy and getting it implemented in the right way, and the budget allocated is less important. The study analyses their use of four of the largest social networking channels: Facebook, Twitter, YouTube and Business Blogs.