It turns out that Facebook and Twitter are the most-adopted social networks of those top brands, with Pinterest and Instagram trailing behind. Interestingly, though, 9% of said Twitter accounts were classified as “placeholders,” so the brand had the profile name but wasn’t using the account at all.
On top of that, 8% were inactive Twitter accounts. 59% were active (compared to 85% active Facebook pages, 1% inactive, and 0 placeholder pages).
Overall, diaper brands scored the highest digital IQ, but personal care brand websites across the board are performing pretty shabbily.