Brands on Twitter: 76% of accounts are infrequent users
November 20, 2009 |
Most companies fail to realize Twitter's full potential as a market engagement platform. While 73% of Fortune 100 companies registered a total of 540 Twitter accounts, effectiveness based on level of activity, interaction and engagement were off the mark.
On one-hand Twitter is a platform for the trivial. A time-suck. A platform to distract and, at the same time, isolate ourselves from subjects out of sync with our own worldview. On the other, it's a proven platform that carries incredible power to reshape how we learn, interact and share with communities online. For marketers and media-makers, it's hard to think of a recent innovation that's altered our landscape more than the simple 140 character platform. And for that I'm skewing to the love side of the spectrum.
Where do companies fit on the spectrum? Is it on the collective corporate radar? How is it being used? And in an age where advocacy carries the day, is it being used as a way to truly engage customers and other important stakeholders to the brand?
Get the full story at AdvertisingAge
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