A study by Weber Shandwick found that while 73% of Fortune 100 manage a total of 540 Twitter accounts, 76% “tweet infrequently” while 52% were “not actively engaged.”
Only 32% of brand Twitter accounts met Weber’s standards for displaying “personality,” including names and photos of tweeters as well as distinguishing backgrounds. Fifteen percent of the accounts studied were actually inactive, while another 11% were simply placeholders to save a certain account name.
Another handful of branded Twitter accounts (5%) were abandoned after being used to market a particular event. Is this a sign that the novelty of tweeting for businesses is wearing off or our brands still confused how to use Twitter in their marketing?