Top US companies are missing out on a large portion of the potential Twitter holds for their businesses, according to two separate studies from PR firm Weber Shandwick and the University of Massachusetts Dartmouth. Both studies indicate that while Corporate America is familiar with Twitter, it is not taking advantage of the full range of Twitter’s business capabilities.
The Twitter online social network has an estimated 20 million US users and 50 million users worldwide. Yet according to a Weber Shandwick research paper entitled Do Fortune 100 Companies Need a Twittervention (pdf), while 73% of Fortune 100 companies registered a total of 540 Twitter accounts, 76% of those accounts do not post tweets often, and 52% are not considered actively engaged as measured by engagement metrics such as numbers of links, hashtags, references and retweets.
Moreover, 50% of Fortune 100 accounts had fewer than 500 followers, 15% were inactive or used as placeholders to protect against the “brand-jacking” (or unauthorized use) of a company name, and 4% were abandoned after a specific event. Some 41 accounts not included in the study group of 540 accounts appeared to be brand-jacked accounts using a brand name without authorization.
Via Marketing Charts
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