Twitter in a Suit

What happens when Twitter goes corporate?  Not very much.  Weber Shandwick says that 75% of the Fortune 100 companies have Twitter accounts.  Social networking has become a must for most companies and they realize it.  That’s the good part.  The maybe not so good part is that most companies have no idea what to do with it once they get it.  The same study showed that  very few of these companies were using Tiwtter optimally – retweeting, using hashtags, or other practices.  Most of them have less than 500 followers.  And that’s because most of them are using Twitter to “increase brand awareness”.  A generic answer if I ever heard one. And also meaningless – several of these accounts were only activated to prevent other s from “brandjacking” the company name.  The idea is to create a real corporate identity on the site, and then get someone to be (if not just represent) that identity. The study concludes that “To maximize the benefits of Twitter, companies should offer opinions and encourage discussions, reach out to their communities of customers and advocates, build relationships with new customers and look for untapped supporters.”



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