The majority of Fortune 100 companies are not using Twitter effectively, according to a new study released on Tuesday by public relations firm Weber Shandwick.
The study found that while 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts, three-quarters of those accounts did not post Tweets often and more than half did not display personality on their account pages. Additionally, 50 percent of Fortune 100 accounts had fewer than 500 followers, a small number when considering the size and reach of a major corporation, the study found. Another 15 percent of Fortune 100 Twitter accounts were inactive, and of those, 11 percent were being used as placeholder accounts to protect corporate names from brand-jacking.
The question is: With Fortune 100 companies lagging behind on leveraging the potential benefits of Twitter, does this mean that government is leading the way?
Brittany Ballenstedt
Brittany Ballenstedt writes Nextgov's Wired Workplace blog, which delves into the issues facing employees who work in the federal information technology sector. Before joining Nextgov, Brittany covered federal pay and benefits issues as a staff correspondent for Government Executive and served as an associate editor for National Journal's Technology Daily. She holds a bachelor's degree in journalism from Mansfield University and originally hails from Pennsylvania. She currently lives near Travis Air Force Base, Calif., where her husband is stationed.
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