eJ does eJournalism

Tools are out in full force that make two-way conversations happen between businesses and customers. Corporations don’t have to be inaccessible these days; if they are, it’s a choice.

… Or maybe it’s because they have really poor Twitter skills.

A new report called “Twittervention Study,” (PDF file) created by Weber Shandwick, tells us just how badly the Fortune 100 companies use the social media tool.

The report takes a stab at otherwise successful corporations’ social skills.

These ladies look friendly. Quick, chat them up before they get bored!

“Think of Twitter as the über corporate cocktail party. Your influential guests will stay only if the conversation is entertaining, valuable and interesting.”

With Christmas party season coming up, this should hit pretty close to home. After all, what is Twitter if it’s not a public conversation to showcase your best pick-up lines?

The Twittervention suggests going back to the basics in order to figure out how to make Twitter work. Since I like the cocktail party metaphor, I’ll go with that in my analysis of the report.

1. Listen – Hear what people say to you! Don’t be ‘that guy’ at the party with the monologue. It’s boring, and guaranteed to annoy people.

2. Participate – Why show up if you’re just going to stand by the food table all night?

3. Update frequently with valuable information – No one cares about the boring details of your life, with the possible exception of your mother.

*Special note: as an avid Twitter-er, nothing frustrates me more than constant variations of the same information. This is my favorite point from the folks at Weber Shandwick. It is essential to say something new with every tweet.*

4. Reply to people who talk about issues that are important to your company – At a party, you’re not going to make an effort with the person who only wants to talk about model airplanes – something you know nothing about. You will, however, want to talk to the dreamy stranger with a passion for social media – just like you!

5. Retweet relevant conversations – Sometimes, people take the words right out of your mouth. You can’t help but repeating their insight, but just in case they’re right behind you, you’ve gotta give them credit for it. It makes you more legitimate in their wise eyes, and shows them (and others) that you possess listening skills.

So, what have corporations been doing wrong?

They’ve been using Twitter to push their brands and messages. 26% of the Fortune 100 companies only engaged in one-way conversations.

That’s like showing up at a party and giving a toast that no one asked you to give. Fundamentally, it’s awkward.

Corporations need to use Twitter for its strength as a conversational tool. If not, why bother attending the party?