{"id":440,"date":"2009-12-07T12:17:01","date_gmt":"2009-12-07T16:17:01","guid":{"rendered":"http:\/\/awgentry.com\/blog\/?p=440"},"modified":"2009-12-07T12:17:01","modified_gmt":"2009-12-07T16:17:01","slug":"most-fortune-100-companies-dont-get-twitter-and-how-you-can","status":"publish","type":"post","link":"http:\/\/awgentry.com\/weblog\/most-fortune-100-companies-dont-get-twitter-and-how-you-can\/","title":{"rendered":"Most Fortune 100 Companies Don\u2019t Get Twitter (and How You Can)"},"content":{"rendered":"<blockquote>\n<p style=\"text-align: left;\">[A] large number of Fortune 100 companies have <a href=\"http:\/\/mashable.com\/2009\/08\/03\/twitter-fortune-100\/\">embraced Twitter<\/a>, but how well are they actually <em>using it<\/em>?  A <a href=\"http:\/\/www.webershandwick.com\/resources\/ws\/flash\/Twittervention_Study.pdf\" target=\"_blank\">study released <\/a>(PDF)&#8230; by Weber Shandwick says the answer is not very well, and that the majority of Fortune 100 companies don\u2019t really get Twitter&#8230;. <strong>[Most] weren\u2019t using Twitter effectively to engage their followers, weren\u2019t tweeting often, and didn\u2019t display any personality in their tweets<\/strong>, according to the study&#8230;..<\/p>\n<p><a href=\"http:\/\/gentry.co\/wp-content\/uploads\/2009\/12\/twfortune100.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-441\" title=\"Twitter Fortune 100 Account Purpose\" src=\"http:\/\/gentry.co\/wp-content\/uploads\/2009\/12\/twfortune100.jpg\" alt=\"Twitter Fortune 100 Account Purpose\" width=\"396\" height=\"187\" \/><\/a><\/p>\n<p style=\"text-align: left;\">When these companies do take a look at their strategy and use of social media, they need to realize that <strong>the key element missing is <em>conversation<\/em><\/strong>. 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 <strong>person that is identified with an account<\/strong>, which could improve their engagement and build a personable brand.<\/p>\n<\/blockquote>\n<p style=\"text-align: left;\"><em>[Excerpted from <a href=\"http:\/\/mashable.com\/2009\/11\/17\/fortune-100-companies-twitter\/\">STUDY: Most Fortune 100 Companies Don\u2019t Get Twitter (Mashable)<\/a>, emphasis added]<\/em><\/p>\n<p style=\"text-align: left;\">What are you using your company or professional Twitter account(s) for? It&#8217;s okay if you don&#8217;t have one (for now), but if you do, you need to make effective use of it:<\/p>\n<ul>\n<li><strong>News:<\/strong> 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.<\/li>\n<li><strong>Sales: <\/strong>Chances are you probably won&#8217;t make millions on Twitter right away; <a href=\"http:\/\/bits.blogs.nytimes.com\/2009\/06\/12\/dell-has-earned-3-million-from-twitter\/\">Dell eventually did<\/a>, but they also have 200 employees manning their tweets. Start out small with authoritative advice and responses to people&#8217;s requests for help, and <strong>focus on getting involved with the community<\/strong>. Once they see you&#8217;re the expert, maybe you&#8217;ll have a chance to move into broadcasting your sales offers. Don&#8217;t go for the hard sell from the start, though.<\/li>\n<li><strong>Conversation:<\/strong> If you only broadcast and don&#8217;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&#8217;re just the beginning: They need to be enhanced and promoted with Twitter, Facebook, blogs, newsletters, and other more interactive features.) <strong>The beauty and power of Twitter is that you can talk to your audience directly<\/strong>, give a soft sell, and show them the quality of your business by the expertise you provide.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>[A] large number of Fortune 100 companies have embraced Twitter, but how well are they actually using it? A study released (PDF)&#8230; by Weber Shandwick says the answer is not very well, and that the majority of Fortune 100 companies don\u2019t really get Twitter&#8230;. [Most] weren\u2019t using Twitter effectively to engage their followers, weren\u2019t tweeting&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,9],"tags":[],"class_list":["post-440","post","type-post","status-publish","format-standard","hentry","category-biz","category-promo"],"_links":{"self":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts\/440","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/comments?post=440"}],"version-history":[{"count":0,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/posts\/440\/revisions"}],"wp:attachment":[{"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/media?parent=440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/categories?post=440"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/awgentry.com\/weblog\/wp-json\/wp\/v2\/tags?post=440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}