Working for Ericsson, I had enjoyed looking at Top 10 Swedish Brands on Twitter.
But then doubt attacked from all angles:
- For a global ICT company, Sweden is probably not the relevant set to compare with, rather other global ICT companies (do we need to substract the number of employees?), moreover Twitter is only one channel, if you include Chinese telco supplier Huawei, you need probably also to look at Sina
- The number of followers is obviously a rather simple, not too meaningful measurement (easily pimped, not aligned to the value created).
How do global companies present themselves on Twitter? I have observed two extremes (conceptually, the corporate realities lie somewhere in between, biased more to one or the other direction):
- The corporate voice
- The empowered choir
The corporate voice:
A single corporate account is used to distribute the corporate voice. Tweets are well aligned to and fit with overall Communication Strategy. Tone is factual.
- Easy to implement
- Focal point
- Easily aligned with other Communication efforts
- Usually high number of followers
- Easily followed up
There are many accounts of employees with a majority of business- and work-related tweets. Opinions and tone are those of the employees, no governance model secures alignment.
- Based on personal credibility (strong)
- Strong engagement level (employees using their specific expertise)
- Can serve as a seismic sensor system
- Can counteract negative trends