Twitter has rapidly become a vehicle for brand marketing and reinforcement, but keep in mind that it’s only partially a broadcasting channel. Many companies are using it as a one-way broadcaster of 140-character messaging, instead of using it to engage followers. Startup Nestivity, which develops community software tools for Twitter, has come up with a list of the top 25 brands that best utilize Twitter for customer engagement.
The list was developed from a study, conducted by Evolve Capital and by Dr. Natalie Petouhoff of the UCLA Anderson School of Management, that was designed to measure brand engagement in that social channel. The research focused on traffic for the 100 most followed brands, and looked at how relationships were created and maintained with customers, influencers or advocates.
Via Russ Merz, Ph.D.