12/02/2013 Statistics and MICE researches

A growing number of Italian companies are present on Twitter: more than one out of four has a corporate account. There needs to be more interaction

Since 2010, the number of corporate profiles or branding on Twitter has almost trebled. These results were revealed following a survey conducted by communications consultancy company Lundquist within the context of the Social Media Awards, a series of in-depth studies on the use of social media.

The survey in question mapped the presence of 100 of Italy’s top companies in terms of corporate content on one of the world’s main social media (Twitter is the 10th most visited site in the world and the 25th in Italy).

The analysis showed how the trend for companies is to have multiple accounts dedicated to specific topics: from “all rounder” corporate profiles, to single-topic corporate profiles right up to those reserved for specific initiatives. Out of 100 companies (the largest companies quoted or not quoted in Italy) 29 are present on the microblogging for a total of 54 profiles. Out of these, 23 are “all rounder” profiles while 10 are single-topic corporate profiles dedicated to employer branding, investor relations or corporate social responsibility/sustainability initiatives. Conversely, 21 are dedicated to sports sponsorships, cultural initiatives or special events.  

In spite of a larger corporate presence, the study highlights the fact that most companies still use Twitter with a push, i.e. a one-way approach. In fact, only 18 profiles out of 54 interact with users, i.e. replying to user comments or questions or offering the retweets of others.

“Since Twitter is a community consisting of people, companies should learn to behave less like faceless organizations and more like persons, leveraging on the conversation and debate among users”, suggest Giulia Dini, head of Lundquist’s Social Media Awards surveys. She then goes on to add: “To attract followers, it is necessary to offer some type of added value otherwise the use of Twitter will have the same function as an alert via mail or RSS feed for corporate news and events.”


Tag: studies and research, social media
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