A measure of how far social media has yet to travel in the corporate world comes from a Weber Shanwick report on Twitter use in Fortune 100 companies. It's languishing. Seventy-three percent of the Fortune 100 registered 540 Twitter accounts, but most didn't post very often, and some appeared to treat the feeds merely as placeholders to protect the corporate name. There was little real engagement with the tweeting public.
This isn't surprising for a new communication medium, but it's dismaying to find major corporations so skittish about working through Twitter. Over time, it won't be hard to spot those who do; they're likely to be prospering.
Weber Shanwick suggests five steps for engaging with Twitter:
• Listen to conversations.
• Participate in conversations.
• Update frequently with valuable information.
• Reply to people who talk about issues that are important to your company.
• Re-tweet relevant conversations.