Big name brands are ignoring conversations on
Twitter in favour of broadcasting corporate messages, new
research has found.
The majority of organisations are using the site to push news
and other corporate content with a formal tone of voice.
An analysis of brands by PR company immediate future showed few
engage in discussions, although those that do get more followers
and more re-tweets.
Ford and Starbucks are two big names that do use the site well,
talking about things that interest their communities instead of
being introverted, the PR company said.
Katy Howell, managing director at immediate future said,
""Unless you broadcast really useful tweets such as news and
information, you are likely to be perceived as the self-centred,
crashing bore.
""The analysis shows it's those organisations that participate
in the community who gain the most - more followers, more
recommendations, more participation and ultimately, a greater and
more vocal advocacy."
The company has published a
white paper on best practice for corporations on Twitter,
analysing the activities of companies from Dell to retailers like
Whole Food Markets.
ends