They might not know how to use it, but big companies are creating Twitter profiles anyway.
According to new research (via BrandWeek), 35% of Fortune 500 companies had active Twitter accounts in 2009 with at least one post in the last 30 days), and 47% of Fortune 100 companies had active Twitter accounts.
Let’s take a closer look at the 2009 statistics:
- 35% of Fortune 500 companies had active Twitter accounts
- 22% of Fortune 500 companies had corporate blogs for the public
- 19% of Fortune 500 companies used podcasting (up from 16% the prior year).
- 31% of Fortune 500 companies used video blogging (up from 21% the prior year).
Now that you’ve seen the statistics, are you satisfied? If you’re like me, then you’re probably not. The reason is simple. Very few big companies understand how to use social media to effectively market their businesses. They’ve joined Twitter as a reactionary strategy under the assumption that everyone else is doing it, so I better do it, too. However, they don’t have realistic goals in mind for their social media efforts. Instead, many big companies can’t give up control of the online conversation and let consumers run the show.
Let’s face it. Social media marketing isn’t as simple as applying traditional marketing strategies to new media. If that’s the direction you take with your social media marketing efforts, you’re destined for failure. It’s a new mindset, and I’m not sure if big companies can get out of their own way enough to reap the potential rewards that the global online conversation can deliver.
That’s not to say there aren’t some large companies that are experimenting, thinking out of the box, and having success in their social Web efforts. The problem is that it’s hard for the marketing teams at publicly owned companies to justify spending on social media marketing when hard metrics are beyond their grasp. But that’s not going to change anytime soon. Social media marketing is, after all, inherently about brand building, which is another intangible yet essential thing that marketers have to fight for budget dollars over.
Will 2010 be the year that big companies jump on board the Twitter and social media bandwagon in even bigger numbers than ever? Most likely. Does that mean they’re doing it right? Most likely not. But at least they’re trying, which is better than continuing to say social media marketing is a fad or unimportant. Right?
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015