[A] large number of Fortune 100 companies have embraced Twitter, but how well are they actually using it? A study released (PDF)… by Weber Shandwick says the answer is not very well, and that the majority of Fortune 100 companies don’t really get Twitter…. [Most] weren’t using Twitter effectively to engage their followers, weren’t tweeting often, and didn’t display any personality in their tweets, according to the study…..

When these companies do take a look at their strategy and use of social media, they need to realize that the key element missing is conversation. Twitter, and social media in general, is about two-way communication, which is something that all companies need to realize as they constantly evaluate and tweak their social media use. Companies should also reconsider whether to use a person that is identified with an account, which could improve their engagement and build a personable brand.

[Excerpted from STUDY: Most Fortune 100 Companies Don’t Get Twitter (Mashable), emphasis added]

What are you using your company or professional Twitter account(s) for? It’s okay if you don’t have one (for now), but if you do, you need to make effective use of it:

• News: Even if your account is full of automatically-posted local news feeds from your own company, people may see you as spammy. Supplement your feeds with candid talk from trusted, savvy employees; helpful advice; relevant links; and other quality content.
• Sales: Chances are you probably won’t make millions on Twitter right away; Dell eventually did, but they also have 200 employees manning their tweets. Start out small with authoritative advice and responses to people’s requests for help, and focus on getting involved with the community. Once they see you’re the expert, maybe you’ll have a chance to move into broadcasting your sales offers. Don’t go for the hard sell from the start, though.
• Conversation: If you only broadcast and don’t keep up a two-way conversation with your clients and leads, you might as well just have a brochure website. (Yes, I make these type of sites, but they’re just the beginning: They need to be enhanced and promoted with Twitter, Facebook, blogs, newsletters, and other more interactive features.) The beauty and power of Twitter is that you can talk to your audience directly, give a soft sell, and show them the quality of your business by the expertise you provide.