LARGER CORPORATIONS IN TWITTER

What is it about?

This study examined how some of the largest companies are making use of TWITTER, this popular microblogging site to engage with their stakeholders. Using content analysis we coded 5,352 tweets. We analyzed the tweet frequency, the followers and followings friending behavior, the retweets and public messages, and the use that companies are making of different communication tools provided by Twitter to augment the information shared on their tweets

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Why is it important?

The study found that corporations are not effectively employing the full interactivity potential this site offers to build mutually beneficial relationships with stakeholders. These findings call attention into some key interactivity features that organizations are missing to utilize.