Exxon Mobil has adopted various social media channels to engage with customers and stakeholders. It is active on YouTube with over 1,200 subscribers and 700,000 video views. It also runs an influential blog called Perspectives that discusses energy issues. Exxon Mobil uses Twitter and apps to share company news and information about gas stations, but does not have an official Facebook page due to negative comments. It aggressively markets its Mobil 1 brand on Facebook instead. Overall, Exxon Mobil uses social media strategically based on relevance for engagement.

1. Analysis & Outlook
Social Media adoption @ Fortune 500 companies – Exxon Mobil Perspective Blog, etc.
Exxon Mobil is the largest refiner and marketer of petroleum products in the world and was
formed by the merger of Exxon and Mobil in 1999. The company is also the world's largest
company by revenue and largest publicly traded international Oil and Gas Company according to
Fortune 500 2012. Exxon Mobil adopted various social media channels to be in touch with its
customers and various other stakeholders. Since April 2006, Exxon Mobil has been active on
YouTube and the channel has more than 1200 subscribers and close to 700,000 views. The
official channel of the company has videos highlighting the real time updates of the company,
employee videos, advertisement campaigns, and videos from the top management and leadership
discussing various issues regarding the company and its products, environment issues, challenges
and the company efforts.
Another major effort of Exxon Mobil is its Perspectives blog which is run by Ken Cohen,
ExxonMobil's vice president of public and government affairs. The blog talks about company's
views on the issues, policies, technologies and trends that are shaping the energy industry and
Ken Cohen talks about ideas and actions from industry, governments, researchers and many
others that affect the world of energy. The blog was started in November 2011 and it is widely
followed and read by many people online. Exxon Mobil also has an official twitter account with
close to 26,000 followers and more than 1000 tweets and the company only provides news about
the company and various activities of the company in different locations. For further discussions,
people are directed to Perspectives blog.
Exxon Mobil does not have an official Facebook page but there are many pages on Facebook
that is filled with lot of negative criticism. The company does not seem to be interested in a
Facebook page but is very active with a blog, Twitter account and YouTube channel. Exxon
Mobil uses Facebook to aggressively market its flagship brand Mobil 1 — the world's leading
synthetic motor oil. Mobil 1 Facebook page was launched in March 2008 and has close to 60,000
likes. With a focus on making new friends and market its brand along with a Facebook page, a
dedicated channel on YouTubeand an online game was launched enabling players to take part in
a virtual race against Lewis Hamilton, awareness of the brand is going from strength to strength
– the game alone has been played over five million times worldwide.
Exxon Mobil has also launched Apple iPad, iPhone and Android applications for their
customers. The ExxonMobil application for iPad provides immediate access to ExxonMobil’s
Perspectives Blog, a vital source of energy news and analysis, continually refreshed and relevant,
and includes access to ExxonMobil’s library of publications, stock information, news, videos and
more. Exxon and Esso Mobile Fuel Finder apps provide real-time maps, driving directions and
station information for nearly 10,000 Exxon and Mobil retail locations across the continental
United States and Europe. Overall Exxon Mobil is active on those social media platforms which
it feels relevant for its engagement strategy with customers and other stakeholders.
Rajesh Prabhakar Analyst Bio @ http://socialmediacases.blogspot.com/