STUDY: Most Fortune 100 Companies Don’t Get Twitter

Lacking Personality and Tweeting Sparingly

The majority of the accounts from Fortune 100 companies had no personality, but instead focused on brand only. Out of the 540 accounts, 53 percent “did not display personality, tone or voice on their account pages,” according to the report, which judged personality based on whether an account was identified with a personality who posted on behalf of the company or if it was a “faceless” brand account.

Missed Business Opportunities

The Result: A Low Following

Because so many of these companies aren’t using Twitter effectively, if at all, it makes sense that 68 percent of the accounts had fewer 1,000 followers. This seems to indicate that the accounts do not provide much value, which can come from a dialogue with followers, a service the account provides (such as coupon codes or customer service), and the quality of information being shared. Read more at mashable.com