Shell crowned the 'most digitally connected' company

Communication consultancy Radley Yeldar scored businesses on factors including web presence, presence on social media, how businesses optimise their sites on smart phones and how well they are telling their corporate story across multiple digital channels.

Shell triumphed due to factors including its "immersive" and "intuitive" YouTube channel, its fully optimised mobile site, and its content, which is both text-based and multimedia across all of its digital channels.

Other enterprises featuring in the top five of the study included Unilever, SAB Miller, Kingfisher and Aviva.

However, the majority of the FTSE 100 firms were failing to use digital, social and mobile channels effectively, according to the findings, and were not successfully communicating their corporate brands.

The study revealed that one in five enterprises were not introducing “their story” on their website homepage, while only 22 had websites that were optimised for mobile devices. Elsewhere, only 17 provided mobile apps.