Dabei wurden die Tweets von 53 twitternden Unternehmen (darunter Daimler, Deutsche Telekom, Metro AG, Galeriakaufhof, Allianz, Lufthansa, Henkel, Bayer AG, Commerzbank, Siemens, Deutsche Post, RWE oder Volkswagen) eine Woche lang ausgewertet – und das Ergebnis ist nicht besonders überzeugend.
Um eines vorwegzunehmen: Die Ergebnisse zeigen deutlich, so jedenfalls meine Meinung, dass die Unternehmen künftig nicht länger auf eine Art Chief Social Media Officer (CSO) verzichten können. Denn die moderne Kommunikation betrifft nicht nur Twitter, sondern auch andere soziale Netzwerke, wie Facebook, Xing, Myspace & Co. Und Social Media ist eine Kultur – und keine Strategie!
Doch nun zu den Ergebnissen im Einzelnen:
- 75 Prozent der Corporate-Twitterer haben weniger als 629 Abonnenten.
- Nur knapp jeder Fünfte (18 Prozent) weist über 1000 Abonnenten (Follower) aus.
- Der Follower-Durchschnitt liegt bei 661 Abonnenten (Median: 400 Follower).
- Die Unternehmen selbst folgen im Schnitt 122 oder weniger Twitterern.
- Der Durchschnittswert der Stichprobe liegt bei 350 Friends.
- Im Schnitt twittern die Unternehmen 13 Mal pro Woche.
- Der Höchstwert lag bei 302 Tweets in einer Woche (Amazon), Minimum: ein Tweet.
- 38 Prozent der Unternehmen nutzen das #-Zeichen, um ihre Tweets zu taggen, also Stichwörter als Suchbegriffe zu kennzeichnen.
- 67 Prozent der Corporate-Tweets enthalten Links, in der Regel in Form einer Kurz-URL.
- Nur 33 Prozent der Unternehmen verwenden @Relplies, kommunizieren also direkt mit anderen Twitterern.
- 29 Prozent der Tweets waren dialogisch oder versuchten irgendeinen Kundennutzen zu bieten.
- 23 Prozent der Tweets hatten nachrichtlichen Charakter.
- 17 Prozent der Tweets enthielten Eigenwerbung.
- 15 Prozent entsprachen einer Meinungsäußerung.
- 9 Prozent waren Terminhinweise.
- 3 Prozent entstammten der Meta-Ebene (z.B. Tweets über Twitter).
- 3 Prozent enthielten Personalien oder Gossip.
Nach Themengruppen sortiert:
Insgesamt lässt sich feststellen: Das Gros der deutschen Unternehmen (80 Prozent) twittert überwiegend unpersönlich und ohne erkennbaren Absender. Entsprechend finden sich bei der Mehrheit der Corporate-Twitterprofile keine persönlichen Angaben im Feld Biographie. Lediglich 20 Prozent der Tweets ließen einen konkreten Absender erkennen, nicht zuletzt, weil sie in der Ich- beziehungsweise Wir-Form verfasst wurden.
Quelle: Zucker.Kommunikation, Trendreport August 2009
277 Kommentare zu “Twitter-Studie: So twittern deutsche Unternehmen”
Als Unternehmen zu twittern ist natürlich auch ein ganz klein wenig schwieriger als einen Einzel-Account mit Inhalten zu füllen. Nichtsdestotrotz twittern wir unter 2 Namen. Unter @JuchemFood allgemeines rund um Lebensmittel und die Lebensmittelindustrie. Eher unpersönlich, bis auf ganz wenige Ausnahmen, auch wenige Replies, da der jeweils letzte Tweet auf der Startseite unserer Homepage angezeigt wird und eine sehr persönliche, aus dem Zusammenhang gerissene Antwort, dort für Twitter-Unkundige doch sehr befremdlich wirken muss.
Unter @schlauerbacken wenden wir uns direkt an unsere Endkunden im Backbereich. Dort wird sehr persönlich getwittert, Tipps und Tricks zum Thema backen ausgetauscht und auch mal nur geplaudert.
Diese Art der Kommunikation muss natürlich gerade in Unternehmen erst gelernt werden. Und meiner Meinung nach wagt man besser die ersten unperfekten Gehversuche und fällt auch mal auf die Nase, als abzuwarten bis man eine super ausgefeilte Strategie hat und Jahre zu spät kommt.
Für uns ist es auf alle Fälle eine tolle Möglichkeit mit allen Arten von Kunden wirklich ins Gespräch zu kommen.
BTW bei uns twittert die Geschäftsführung höchstpersönlich, einen Chief Social Media Officer beschäftigen wir noch nicht, aber das wäre im Mittelstand vielleicht auch etwas übertrieben
Selbst nach mehreren Monaten privater Twitter-Erfahrung musste ich zugeben, dass es etwas anderes ist, wenn man für das Unternehmen schreibt. Fragen kommen auf, wie persönlich man werden kann und wieviel “Eigenwerbung” von den Followern akzeptiert würden. Da wir auf @netmedianer ein sehr spezielles Segment bedienen, vor allem im deutschen Umfeld, ist das Kommunizieren manchmal auch mühseelig. Wir würden gern, aber es kommt recht wenig. Trotzdem lassen wir uns nicht entmutigen
Ein guter Tipp hier aus dem Artikel: Tweets mit Absender (falls mehrere einen Account mit Inhalt befüllen). Das werden wir künftig beherzigen.
Toller Artikel!
Aber Jochen Mai:
Im Deutschen schreibt man beim Genitiv kein Apostroph, sieht grauenhaft aus im Titel der Seite – Jos Jobwelt klingt doch viel schöner!
Kleine Empfehlung zur vertiefenden Lektüre: http://tinyurl.com/4rwde
@Andrea, Bianca: Natürlich ist es ein Unterschied, ob man privat oder dienstlich twittert. Allzu viel Privates sollte man aber in beiden Fällen nicht offenbaren – Sie wissen schon: Das Netz registriert alles und merkt sich alles. Aber ich würde mich freuen, wenn Sie die eine oder andere Erfahrung (Anekdote und Lehre) aus dem Corporate-Twittern mit bei Gelegenheit mitteilen könnten – per Mail oder Blog – wie Sie mögen.
@lognzack, Rosie: Hach, die leidige Diskussion über den Deppenapostroph. Leider liegen Sie da aber falsch. Nach der neuen deutschen Rechtschreibung gilt der Apostroph für solche Fälle als richtig, in denen er die Grundform eines Personennamens verdeutlicht, also z.B. bei Andrea’s Friseursalon, Willi’s Würstchenbude oder eben Jo’s Jobwelt. Siehe auch: http://de.wikipedia.org/wiki/Apostrophitis
Außerdem sieht es so schöner aus und wird lesbarer.
Es ist meines Erachtens nach völlig klar, dass viele Unternehmen noch nicht professionell twittern, da die Berühmtheit von Twitter erst im letzten Jahr deutlcih zugenommen hat. Für viele steht noch die Phase des Ausprobierens an. Dies wird sich aber in nächster Zeit deutlich ändern. Viele Firmen werden stark an ihrer social media Kompetenz arbeiten.
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