Fortune 100 companies don’t quite know what to do with Twitter, according to a new report. Public relations firm Weber Shandwick instead painted a picture of big corporations just staking out their territory and then occasionally issuing the 140-character equivalents of press releases.
The Weber Shandwick report stated, “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.”
Furthermore, “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 . . .”
So there you have it, although “it” is something from which it’s hard to draw conclusions. After all, Fortune 100 companies are by definition doing more than all right, regardless of their awkwardness on Twitter. And many Twitter users have claimed that they don’t want to be bombarded with marketers’ messages, anyway.
What’ll be interesting to see is how this situation develops over time. Twitter’s said before that it might unveil analytics packages to attract big corporations.
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