Fortune 100 Companies need a "Twittervention," says WS

A one-week study measuring the effectiveness of Fortune 100 Company Twitter use by Weber Shandwick revealed that a majority of companies are not using the social network to its optimal capacity.

A one-week study measuring the effectiveness of Fortune 100 Company Twitter use by Weber Shandwick revealed that a majority of companies are not using the social network to its optimal capacity. Rather than engaging customers and encouraging conversation and feedback, most of the accounts provided a one-sided display of news and information.

Here are some of the most interesting results:

  • 76% did not tweet regularly
  • 52% were not actively engaged in terms of links, hash tags, references, and re-tweets.
  • 50%s had fewer than 500 followers
  • 15% were inactive
  • 11% were placeholder accounts used only to prevent brand-jacking.

Perhaps even worse, WS found 41 accounts (not included in the study's percentage) that appeared to be unauthorized.

A number of the accounts lacked personality or engagement and were created simply for online presence. Only 16% were used to increase sales through coupons and special offers.