Yesterday, PR firm Weber Shandwick released a study showing that most Fortune 100 companies are missing out on the opportunity to reach Twitter’s “massive human database.” The numbers reveal that the majority of industry giants are failing to use “Twitter for its intended benefit: to create meaningful connections and relationships with customers, potential advocates, media and other business contacts.”
The suggestions for maintaining a successful presence are simple, concise:
1. Listen to conversations
2. Participate in conversations
3. Update frequently with valuable information
4. Reply to people who talk about issues that are important to your company
5. Retweet relevant conversations
The basic plan for resurrecting a dormant account or starting from scratch:
• CREATE a company-wide engagement strategy; a set of guidelines with best practices
• DEMONSTRATE a consistent and comprehensive brand presence
• BUILD a dialogue that paves the way to new relationships with customers and advocates
• GENERATE loyalty among new and existing communities
That’s easier said that done of course, and it certainly involves an organized effort that includes more than a few interns or a one-off viral campaign. The approval process for more traditional companies may not allow room for the spontaneity that Twitter requires, but for those who have a product or service to sell, ignoring new ways of communication will make it harder to adapt when consumers are making all of their purchases telepathically.
Here is a PDF of the study results: Do Fortune 100 Companies Need a Twittervention?
