Dell, Innocent Drinks and Kodak are among the few brands that use Twitter as more than just a vehicle to broadcast news, according to a new report.
Comms agency Immediate Future looked at how 140 major UK and global organisations were using Twitter for marketing and PR purposes. It found most non-media brands updated tweets between seven and 150 times a week.
But the report picked out Dell as a brand successfully engaging with its audience via Twitter. The IT firm claims to have made more than US$3m worth of sales since 2007 via its @DellOutlet stream, where it posts special offers and responds to consumer enquiries.
Innocent Drinks was also praised as an effective Twitter user, producing an average of 900 tweets a week.
The report put Innocent's success down to its 'informal and playful' stream of messages, matching the tone of its other marketing activities.
Kodak was used as an example of why having an external focus can be good for a brand. Its Twitter stream discusses relevant issues and engages followers in conversation, but it also highlights external photography content in which they are likely to be interested.