Brands on Twitter: 76% of Accounts Are Infrequent Users

On one-hand it's a platform for the trivial. A time-suck. A platform to distract and, at the same time, isolate ourselves from subjects out of sync with our own worldview.

On the other, it's a proven platform that carries incredible power to reshape how we learn, interact and share with communities online. For marketers and media-makers, it's hard to think of a recent innovation that's altered our landscape more than the simple 140 character platform. And for that I'm skewing to the love side of the spectrum.

Where do companies fit on the spectrum? Is it on the collective corporate radar? How is it being used? And in an age where advocacy carries the day, is it being used as a way to truly engage customers and other important stakeholders to the brand?

Our firm, Weber Shandwick, analyzed the Twitter phenomenon this fall, specifically into how Fortune 100 companies use it as a barometer to share with our clients.

Get the full story at: AdvertisingAge