Grassroots Advocacy in 140 Characters or Less: Study on Corporate Use of Twitter for Advocacy Released
Washington, DC, February 19, 2011 --(PR.com)-- The results from a new research study conducted by 720 Strategies’ social media specialist and Senior Account Director, Lauren Tanner DiPaola, on how Fortune 500 companies are using the social media platform Twitter for advocacy and communications, will be released in a webinar discussion on Tuesday, March 1, 2011 at 11:00 a.m. EST.
The study focuses on how Fortune 500 companies approach engaging consumers, advocates, the media and the public at large through the popular social media site — now estimated to support nearly 200 million users, generating 65 million “tweets” per day and handling more than 800,000 search queries daily. The webinar will provide results from the study as a way to better understand current trends in effective grassroots issues advocacy.
“Modern strategies for government relations and grassroots communication are evolving rapidly with the growth in popular social media sites like Twitter and Facebook,” said Tanner DiPaola. “This study sheds light on specific insights some of the most successful companies have discovered through their own exploration of Twitter as a resource to advance their advocacy agendas.”
Twitter has changed a company’s ability to communicate with important constituencies that influence its business. Via Twitter, organizations have new means of quickly disseminating information on corporate issues, while also gaining insight into the pulse of their constituencies.
Study participants cited value in engaging the “Twittosphere” as an ability to participate in the conversation that’s occurring online about their brands, “with or without (them),” in an effort to help shape public perception about their products or company.
“… Everyday there are about 5,000 conversations online that mention our brands and many of those are on Twitter,” said one participant in the study, who represents the food and beverage industry. “We want to do a better job of participating in the conversations that surround our brand.”
Through extensive interviews with communications and government affairs executives from Fortune 500 companies, the study found that corporate respondents view the 140-character messaging platform as a valuable social media tool for reaching the public, adding authenticity to their messages and building online communities.
And while Twitter provides ample opportunity to engage consumers and their networks in direct conversations about products and issues, the study findings suggest that respondents are not fully utilizing Twitter for grassroots advocacy, as well as using a variety of non-standardized metrics to attempt to evaluate their efforts.
The webinar will discuss strategies and resources that help develop an effective presence in the social media realm, and highlight the importance of establishing a corporate social media policy to help maintain order, gauge success and set ground rules for communication outreach on platforms like Twitter.
To register for the webinar, click here. To download results from the study, click here.
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The study focuses on how Fortune 500 companies approach engaging consumers, advocates, the media and the public at large through the popular social media site — now estimated to support nearly 200 million users, generating 65 million “tweets” per day and handling more than 800,000 search queries daily. The webinar will provide results from the study as a way to better understand current trends in effective grassroots issues advocacy.
“Modern strategies for government relations and grassroots communication are evolving rapidly with the growth in popular social media sites like Twitter and Facebook,” said Tanner DiPaola. “This study sheds light on specific insights some of the most successful companies have discovered through their own exploration of Twitter as a resource to advance their advocacy agendas.”
Twitter has changed a company’s ability to communicate with important constituencies that influence its business. Via Twitter, organizations have new means of quickly disseminating information on corporate issues, while also gaining insight into the pulse of their constituencies.
Study participants cited value in engaging the “Twittosphere” as an ability to participate in the conversation that’s occurring online about their brands, “with or without (them),” in an effort to help shape public perception about their products or company.
“… Everyday there are about 5,000 conversations online that mention our brands and many of those are on Twitter,” said one participant in the study, who represents the food and beverage industry. “We want to do a better job of participating in the conversations that surround our brand.”
Through extensive interviews with communications and government affairs executives from Fortune 500 companies, the study found that corporate respondents view the 140-character messaging platform as a valuable social media tool for reaching the public, adding authenticity to their messages and building online communities.
And while Twitter provides ample opportunity to engage consumers and their networks in direct conversations about products and issues, the study findings suggest that respondents are not fully utilizing Twitter for grassroots advocacy, as well as using a variety of non-standardized metrics to attempt to evaluate their efforts.
The webinar will discuss strategies and resources that help develop an effective presence in the social media realm, and highlight the importance of establishing a corporate social media policy to help maintain order, gauge success and set ground rules for communication outreach on platforms like Twitter.
To register for the webinar, click here. To download results from the study, click here.
###
Contact
720 Strategies
Lauren Tanner DiPaola, Senior Account Director
(202) 962-3955
720strategies.com
Lauren Tanner DiPaola, Senior Account Director
(202) 962-3955
720strategies.com
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