Weber Shandwick recently released the results of their study on the Twitter accounts and behavior of Fortune 100 companies. They found that a majority of Fortune 100 companies are not following best practices, afraid to engage, and overall missing important opportunities that the medium allows.
While there are thousands of businesses that get Twitter, it should come as no surprise that those at the top of the food chain are having the hardest time embracing Twitter as a medium.
Fortune 100 companies have shareholders, board members, and a number of other factors that equate to red tape, making it difficult to engage in meaningful and public ways in 140 characters or less. As an SMB, you have an opportunity to best Fortune 100 companies with your Twitter presence. Here's why.
Smaller, Leaner, Faster
Your small business is poised to succeed in a Twitter environment because you can act faster than your larger counterparts. With fewer employees and less corporate restrictions to factor in to the mix, your SMB has an opportunity to be quick, agile, and flexible on Twitter.
Smaller, Leaner, Faster
It's that agility that will make you standout, empower you to respond to all customer complaints in a speedy fashion, and develop real relationships with fans and followers. Consider yourself blessed in this capacity.
Purposeful in Practice
One of the more interesting findings of the Weber Shandwick study is that Fortune 100 companies appear to be directionless on Twitter and entirely self-serving. 26% simply use their accounts as newsfeed, 24% of analyzed accounts were simply used for brand awareness, and only 9% of Twitter accounts tackled customer service issues.
Those numbers paint a very abyssal Twitter picture, but you can learn from the mistakes of the Fortune 100 companies and use your Twitter presence with purpose.
Always remember that Twitter will best serve your customers if you use it as a two way communication channel. Marketing, advertising, and news pushing can be part of the experience, but they should always remain secondary to the primary purpose of serving customers first.
Weber Shandwick also looked at the personality and tonality of Fortune 100 company tweets, and they found 53% of analyzed accounts did not display personality. There are a number of reasons this could be true, but most likely the bigger the company the harder it is for them to have a real voice in social media channels, especially one that may not align with carefully crafted corporate branding.
As an SMB you're poised to put personality into your tweets without repercussion. In fact, it would probably serve you if you used your Twitter presence to have opinions on top news stories, share music of your liking, and even divulge elements of your personal life. It's these extra layers of character that will make your Twitter account more than just a Twitter name on a Twitter page.