E-Marketing in Minneapolis David Vinge, eMarketing Dashboard: Fortune 100 Brands Are Infrequent Twitter Users

Tuesday, November 17, 2009

Fortune 100 Brands Are Infrequent Twitter Users

In August/September, Weber Shandwick, a digital communications company conducted a study of the Twitter habits of Fortune 100 companies. Here are some findings:

The study showed that 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts. However, about three-quarters (76 percent) of those accounts did not post tweets very often, and more than half (52 percent) were not actively engaged. (This was measured by engagement metrics such as numbers of links, hashtags, references and retweets.)

In addition, 50 percent of the Fortune 100 accounts had fewer than 500 followers, a small number in relation to the size and reach of a major corporation. Another 15 percent were inactive; of those, 11 percent were merely placeholder accounts — unused accounts to protect corporate names against so-called brand-jacking on Twitter — and 4 percent were abandoned after being used for a specific event.
My suggestion for future research; how many people follow branded Twitter accounts verses the Twitter accounts of individuals who work for Fortune 100 companies?  Twitter seems to be a usefull media for following people. The trick is to get "people" to talk about your brand in a favoriable light. 

By the way, did you know that 87.3% of social media statistics are made up. Including this one.

See the related stories:
Is Twitter Destined To Go The Way Of Other Internet Fads?
How Brands Should Use Twitter
Brands Struggle With Social Media At Work
Brands Seek Fans on Facebook

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