By Allison Stadd on July 10, 2013 11:00 AM
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Posts Tagged ‘brands on twitter’
Reputation Institute, a New York-based global private consulting firm, recently conducted an online study among 4,719 consumers to find America’s most and least reputable companies.
The study measured consumers’ perceptions of companies among the 150 largest in the U.S. that they were “somewhat” or “very” familiar with. Forbes has revealed the corporations with the best reputations, which we’ve included below.
But it’s also worth taking a look at how these corporate stars are performing on Twitter. Does success in consumers’ eyes correlate with success on Twitter?
One of the most important guiding principles of Twitter, especially for brand community managers, is that follower count does not equate with engagement level.
A million Twitter followers does not an engaged brand make. In fact, more than 73% of tweets directed to the top retail brands on Twitter go unanswered.
To that end, social media startup Nestivity just released a list of the top 25 most engaged brands on Twitter, examining how they achieve that connection to fans and followers, and how other companies can follow their lead.
As Shea shared last week, while 91% of online adults use social media regularly, just 22% of businesses have a dedicated social media manager.
This means that on average, companies respond to just 30% of all feedback they receive from their social media fans.
Not only that: confoundingly, Twitter seems to be alone among social networks in this inadequacy on behalf of users. As Ragan’s PR Daily points out, though fewer retailers are active on Pinterest and Instagram, most that have active accounts regularly interact with customers.
Twitter has proven itself as a fantastic community-building resource for brands of all shapes and sizes, but new research has suggested that the follower counts of these company profiles might not be as receptive to product and sales messages as their marketers might have hoped.
That is, unless they’re using Twitter to sell oil baths.
Back in February we reported that Selena Gomez had become the tenth member of Twitter’s 10 million club, joining other luminaries such as Lady Gaga, Justin Bieber and Katy Perry as Twitter profiles who could boast 10 or more million followers.
Club membership is now up to 14, with Nicki Minaj, Oprah Winfrey and Ellen Degeneres all reaching 10 million followers in the past few weeks. But what about brands? Are there any brands on Twitter that can boast an eight-figure follower count?
Improving your brand’s sociability – that is, the way that your business engages and connects with customers and fans in channels such as Twitter and Facebook – is becoming a critical aspect of any brand’s reputation and standing, says a new study.
Global PR agency Weber Shandwick partnered with Forbes Insights to survey almost 1,900 senior marketing/communications executives in 50 countries to try and determine what makes brands social – and why.
Research scientist Duncan Watts and his team at Yahoo! Research have published an interesting study that looks at the effect of elite users – celebrities, media outlets, organisations and power bloggers – and ‘ordinary’ users (everybody else) on the network.
Taking their information from Twitter lists, the research hoped to prove a difficult field of communication theory known as Lasswell’s Maxim, which ponders “who says what to whom in which channel with what effect”.
In other words: at the thick end, who influences who? And what does this mean for brands looking to utilise Twitter for marketing? Read more
Currently only available to a small, hand-picked group of users, Twitter’s new Business Center will provide a range of powerful tools to businesses and brands on the network, including:
- Customisation of your business profile page
- Adding a “verified account” badge to your profile
- Extra preferences, including being able to receive direct messages from customers that you are not following
- Account management tools that will allow multiple employees to easily tweet from one profile (and be credited accordingly)
The part in bold is pretty huge. This allows companies to appease customers by allowing two-way, private communication, whilst also maintaining a clean Twitter feed, something that hasn’t been possible before. Prior to this toolkit, brands were forced to either follow everybody back, and suffer the consequences, or they (rightly) put their focus on signal-over-noise, and risked crapping all over any future sales.
Once Business Center goes live, expect a ton of mass-unfollowing from corporate accounts.
It’s unclear how this verification process works, but one imagines (and hopes) that it won’t be as simple as ticking a box.
As said, this toolkit is slowly rolling out, and is highly unlikely to appear on everybody’s screen, with the focus very much on additional functionality for brands, not individuals.
Still, if you’re a business user on Twitter – and, perhaps more importantly, Twitter is aware of this – keep an eye on your inbox for updates.
(See more at Mashable.)