I looked at some of the accounts mentioned. Conoco Phillips’ Twitter account is so clearly a prefunctory initiative, that I had to go to their website to make sure it was actually their account. Frankly, with that little thought or strategy invested, they’d be better off without it.

Chevron doesn’t come off much better, and neither does AT&T, GM, or a host of others. The study’s main criteria for identifying meaningful Twitter accounts – tweeting at least once a month and having a lot of followers – indicates a lack of understanding of how social media works. Social media may be unlike any other kind of marketing model, but there are still important criteria for developing successful implementations, like developing a clear strategy, creating corporate social media guidelines, linking all social media channels, dedicating and training staff, monitoring brand mentions, etc. When executed well, social media enables a brand, through the persona of its designated Tweeting employees, to engage, make friends, and form relationships. It’s a virtual meeting place where you can seek out your brand’s constituency and say, “How’re we doing? How can we help you?” Social media enables conversation. Conversation enables relationships. Relationships enable brand loyalty. Meaningful social media happens when companies stop talking AT their customers and start talking WITH them.

I agree with Jeff, the US is way ahead of other countries especially in the inbound marketing field.

Great post, thanks for sharing!

RM

One quick observation …..Is it just me or is Australia, and UK further ahead in the social media driven e-commerce channels. Would love to know your thoughts

Cheers,