The findings are quite compelling:
- 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts.
- 76 percent of those accounts did not post tweets very often
- 53 percent of the accounts did not display personality, or a consistent tone/voice
- 52 percent were not actively engaged
- 50 percent of the Fortune 100 accounts had fewer than 500 followers
- 15 percent were inactive; of those, 11 percent were merely placeholder accounts
- 4 percent were abandoned after being used for a specific event.
Weber Shandwick prescribes five basic, but essential steps for Fortune 100 companies to start to create true engagement and market interaction on Twitter:
- Listen to conversations.
- Participate in conversations.
- Update frequently with valuable information.
- Reply to people who talk about issues that are important to your company.
- Retweet relevant conversations.
Full paper here:
Download it here.