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. Brand-squatted accounts, as reported last week in Ad Age, remains an issue for many companies. For those that are on board, many more are largely tepid accounts with limited activity and interactivity (76% of accounts tweet infrequently). Even more telling is how companies apply currently traditional marketing practices to this new media channel, including:
- Twitter as a newsfeed: 26%
- Twitter as brand-builder: 24%
- Twitter as direct marketer/sales channel: 16%
- Twitter as thought-leadership channel: 11%
- Twitter as customer-service channel: 9%
Companies can learn from all the great work that guys like Scott Monty (Ford) or Dave Knox (P&G) are doing at their companies evangelizing the power of social media & putting their expertise in motion with effective, high-performing campaigns.