CorpComms Magazine

Almost two thirds of companies are actively utilising Twitter, but many may be frustrating and misdirecting stakeholders with multiple or derelict accounts.

The 65 per cent of businesses which subscribe to Twitter hold on average 4.2 accounts per head, according to communications firm Burson-Marsteller's 2010 Global Social Media Check-up. Although companies will often treat one as their primary corporate account, it is not always clear to consumers which this is.

The study analysed the social media activity of the Fortune 100, the US business magazine's annual ranking of companies favoured by employees. Researchers found a large number of social media accounts lying dormant - they may 'link to the corporation's home page, have the company logo, and many even have hundreds or thousands of followers, but not a single tweet or post.' These ghost sites frustrate potential customers and clients and undermine confidence in their brand.

To negotiate potential social media pitfalls, the study advises senior management to get involved to ensure digital activity doesn't stray too far from the 'brand voice and corporate message' and good practice is upheld. Management is also encouraged to define a social media policy and strategy and make sure employees regularly monitor the organisation's exposure to check its core message is being delivered and stakeholders can easily find the information they require.

The report urges companies to harness social media as a means of dialogue between a corporation and its stakeholders. It encourages employees to keep their ears to the ground, find out what information consumers are seeking, and provide it - whether it be product specifications or a help forum for queries or complaints.

The recent furore over food giant Nestlé's 'anti-social media' presence has illustrated the danger of entrusting a brand's reputation to the less diplomatic of its workforce on such a public forum and may have dissuaded the more cautious digi-socialites from dipping a toe in. But the conclusion of the study is that a company neglects social networking tools at its PR peril: 'Social media has shifted control of the corporate message away from the organisation and towards consumers and other stakeholders, and running away and hiding is no longer the safe option.'

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