Twitter as The Sweetheart of The Fortune Global 500
Category: Blog - June 14, 2010
The hype around Twitter seems to ebb and flow driven by events, new features or celebrity usage. Just when the focus on Twitter seems to be dissipating a bit, we learn it’s becoming the social media sweetheart of big global enterprise with the results of research conducted by Burson-Marstellar. Seventy-nine of the largest 100 companies in the Fortune Global 500 index are active in social media – 65 percent with active Twitter accounts (72 percent in the United States). This significantly outpaces Forrester’s estimate for adoption of social media by enterprise in 2010. Given our own observations with clients and colleagues, this is not altogether surprising. But what does it mean?
The brand, marketing and sales functions within large global enterprise are getting wise to the value of engaging key audiences through social media. Many are turning to Twitter as a supporting platform for customer service and response, realizing the combined benefits of this approach with increased brand awareness. Others are beginning to use Twitter as a proactive sales channel, responding to individual questions, requests for help or information, and subsequently feeding these inquiries into a sales conversion pipeline. Universally, this focus is borne from a focused and determined effort to listen to customers, and when brands are genuinely listening, people tend to respond positively.
Group Director, Digital & Social Strategy