Out of the 540 total Twitter (Twitter) accounts registered by Fortune 100 companies, 50 percent of the accounts had fewer than 500 followers and another 15 percent weren’t being used at all.
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.
The most popular use of Twitter from companies using it, is as a newsfeed or for developing brand awareness. But companies seem not to understand how to use the service to increase sales or they don’t believe that it’s possible. Though Dell (33 on Fortune 100 list) has used Twitter to sell millions of dollars worth of products, only 16 percent of Fortune 100 accounts used Twitter for sales, special Twitter offers, coupons or other special offers.
…the study found that half of the accounts did not score well on engagement metrics used by Twitalyzer, which looks at number of links, hashtags, retweets and references. Being engaged and active on Twitter usually translates to more followers because it gives an account more exposure and chances of being retweeted and seen by other users (assuming the information is valuable).
If Genentech can keep up a decent Twitter feed, there’s no reason most other Fortune 100 companies can’t do it, too. The biggest thing stopping most of these companies is probably their perception of Twitter.