SmartPulse — our weekly reader poll in Smartbrief on Social Media — tracks feedback from leading marketers about social media practices and issues. Paul Chaney, Internet marketing director for Bizzuka and member of the SmartBrief on Social Media Advisory Board, helps create the questions and analyzes the results. We run the poll question each Wednesday in our e-newsletter and feature Paul’s analysis on this blog.
Last week’s poll question: Who tweets on your company’s behalf?
- One person tweets under corporate brand name, 34%
- We don’t use Twitter for our company, 29%
- Team of people tweets under corporate brand name, 21%
- Many employees tweet on behalf of company using personal accounts, 9%
- C-level executive (CEO, CMO, etc.) tweets using personal name, 8%
“There was more to this question than meets the eye. It wasn’t just a matter of who did the tweeting, but also how many companies employ it as part of their marketing communications strategy. That number was just over 71 percent, which is indicative of the trend toward Twitter being seen as a tool for business.
But, it was also a question of who. In our small company, I’m the person primarily responsible for tweeting, but we have several members of the staff who routinely work posts about the company into their tweets. I often use my personal account to tweet on behalf of the company, as well. We use Hootsuite, a tool that allows for several people to tweet under the corporate brand.” –Paul Chaney