A growing number of Fortune 100 companies are on Twitter -- 73 of them, up from 54 in August -- but most aren't using the social network to share information, engage others or add personality to their brand image, according to a study by Weber Shandwick. Half the Twitter accounts owned by these firms have fewer than 500 followers and 15% are lying unused, the report finds. "A dramatic shift needs to happen for most of these companies to effectively make use of the platform," writes Vadim Lavrusik.

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