Companies are increasingly using the internet as a means by which to communicate with key audiences. And as Ed Adler (@eadler12) recently outlined in PRWeek, Twitter may be the best place for corporate executives to begin online engagement.
Importantly, as Adler notes, as a result of the rapid acceleration of internet adoption by consumers around the world, corporate executives “leave them[selves] and their companies at an increasing disadvantage” if they don’t adopt a considered online presence.
Social media usage greater than traditional media
Adler cited statistics which reflect that “by 2020, Millennials will make up 50% of the workforce. Today, 71% of Millennials check social media sites at least once a day. Twitter has more than 316 million active users, LinkedIn boasts 400 million members, and the population of Facebook (1.5 billion monthly users) is larger than that of China. The number of users is more than 150 times the combined daily circulation of The New York Times, The Wall Street Journal, The Washington Post, Financial Times, Los Angeles Times, USA Today, Forbes, and Fortune.”
Twitter, Adler notes, provides companies with a superb means by which to:
- Deliver news;
- Manage crises;
- Identify influencers;
- Raise awareness;
- Generate recognition;
- Increase loyalty;
- Engage employees; and
- Control the narrative.
Twitter is unique among social media channels
Adler noted in particular that Twitter has the unique quality among social channels of serving as a stand-alone real time news platform where “industry influencers can truly change company positioning with just 140 characters” He noted how “Goldman Sachs… no longer distribute[s] press releases on the wire, but [instead] use[s] Twitter to release its results.”
Social Media usage is seeing 25% year-on-year annual growth
He concluded by noting that social media usage is growing 25% year-over-year across all age groups (citing ComScore) — making it an essential component for the communications strategy of any company and its senior management going forward.
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