In August we reported that a large number of Fortune 100 companies have embraced Twitter, but how well are they actually using it? A study released today (PDF) by Weber Shandwick says the answer is not very well, and that the majority of Fortune 100 companies don’t really get Twitter. Though 73 of 100 companies had at least one registered Twitter account (up from 54 reported in an unrelated study released in August), the majority of them weren’t using Twitter effectively to engage their followers, weren’t tweeting often, and didn’t display any personality in their tweets, according to the study.
One major result of this ineffective use seems to be low engagement from followers. Out of the 540 total 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.
Lacking Personality and Tweeting Sparingly