Twitter as a Tool for Corporate Communication: Exploring Interactive Communication Patterns between Fortune 500 Companies and Twitter Users

Kyung Jung Han and Chang-Hoan Cho
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Kyung Jung Han: Department of Strategic Communications, University of Missouri-Columbia, Columbia, MO, USA
Chang-Hoan Cho: Department of Communication, Yonsei University, Seoul, South Korea

International Journal of Online Marketing (IJOM), 2013, vol. 3, issue 4, 68-83

Abstract: The purpose of this study is to examine how corporations communicate with consumers in social media. For this, Twitter activities of Fortune 500 companies were content-analyzed, focusing on four factors: shared information, the method of communication, tweet contents, and tactics. The findings indicate that corporations tend to disclose their basic information mostly on their Twitter pages and mainly post organic tweets (65.9%) and corporate news (48.7%). In terms of tweeting tactics, corporations apply the “link” function to connect to their websites, blogs, or Facebook pages. Additionally, among three indexes (Fortune 500 rankings, the corporate activity score, and product group categorization) for evaluating the corporate use patterns in Twitter, the product groups categorized by the Foote, Cone, and Belding (FCB) grid model (high/low involvement and thinking/feeling) proved that the model can be applied to examine the different Twitter activities of organizations. The results of this study can help with the development of a tailored measurement tool for managing consumers, depending on the different categories of organizations and designing future plans within a social networking site (SNS).

Date: 2013
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