Weber Shandwick has analysed the Twitter phenomenon, specifically into how Fortune 100 companies use it as a barometer to share with clients.
Twitter is a proven platform that carries incredible power to reshape how we learn, interact and share with communities online. For marketers and media-makers, it's hard to think of a recent innovation that's altered our landscape more than the simple 140 character platform.
The report on AdvertisingAge poses the questions. Where do companies fit on the spectrum? Is it on the collective corporate radar? How is it being used? And in an age where advocacy carries the day, is it being used as a way to truly engage customers and other important stakeholders to the brand?
The result. Most companies fail to realise Twitter's full potential as a market engagement platform. While 73 per cent of Fortune 100 companies registered a total of 540 Twitter accounts, effectiveness based on level of activity, interaction and engagement were off the mark. Brand-squatted accounts remains an issue for many companies. For those that are on board, many more are largely tepid accounts with limited activity and interactivity (76 per cent of accounts tweet infrequently). Even more telling is how companies apply currently traditional marketing practices to this new media channel, including:
- Twitter as a newsfeed: 26 per cent
- Twitter as brand-builder: 24 per cent
- Twitter as direct marketer/sales channel: 16 per cent
- Twitter as thought-leadership channel: 11 per cent
- Twitter as customer-service channel: 9 per cent
The report went on to say; Clearly there is much work to be done to cultivate an engaging brand presence through Twitter. It starts with a clear, companywide-strategy for using the medium to its full advantage, then following through with consistent and meaningful presence that engages relevant communities of interest.
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