Top IT Consultants: What is your Twitter strategy?

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Yesterday, we were focusing on the Twitter strategy from top strategy consultants, today we will finish this report with checking the activities from the top IT consultants. If these companies don’t use Twitter there is no reason saying they are the ‚technical specialists in communication‘. We will merely focus on the official company accounts and the possible company brand accounts.

One thing before we start: Compared to the strategy consulting companies, IT consulting companies are quite ‚open-minded‘ about the share economy. There is no hiding in the communication fields of the old economy. This is -in most cases- talking markets, showing transparency, creating value for the web busisness community and believing in the power of social software.

Let’s make the case…

Top IT consultant companies (in alphabetical order)
The questions that The Strategy Web asked these companies were like… Do you have a corporate Twitter account, how do you use it and what is your strategy behind it? Please find the answers, some were translated into English by The Strategy Web …

Company Account
The first impression counts in business, the people say… „My personal Twitter strategy I learned directly from MC Hammer – ‚Forget the number of Tweeters – just stay interesting!‘.“ Paul Dunay, Director of Global Field Marketing at Bearingpoint, knows of personal branding, reputation marketing and the changing world of communication in the sense of ‚getting things gone differently‚.

Let’s talk about the GovTwit account first. This is one of the most excellent examples of a Twitter directory that probably exists on the web with Twitter IDs and links to official government blogs and URLs noted in Twitter bios. Beraingpoint knows how to share and all companies can learn from that example..
Nevertheless, the second one, the brand Twitter account, seems quite down to earth like a simple press release-RSS-push. But there is a clear strategy line as this Twitter account is the access point and traffic driver for the corporate blog which lives and broadcasts social media.

Company Account
So, there are two different interesting Twitter streams: the first one for press releases, news on personal and management changes, and it picks up RTs of stories around Cisco from followers (Nice give-and-take scenario!). The second one (start Dec. 2008) pushes their Cisco AXP contest for application developers who are meant to „think outside the box“. No, the top brand account belongs to someone else. And Cisco started early sending tweets out… so this is to everone: you better hurry up to get your brand account.

Cisco has defintely entered the web 2.0 scenario big way. Using different social media like blogs, FlickR and sure, Twitter – to get all these activities around modern communication and messaging fly high. Twitter seems to be adding value to their marketing, their pr, and pushes corporate branding.

Company Account

The man behind the corporate Gartner account is Andrew Spender -Vice President, Corporate Communications- and this company has more than 60 analysts (!) on Twitter. The corporate Twitter account from Gartner mixes internal knowledge, pr releases, communication on consulting issues, hints to their analysts and shares company experience from events and career opportunities. It’s the aggregator of their global Twitter and business knowledge satellites.

„Briefly, we use Twitter to communicate with a broad range of people. This includes IT end-users, technology providers, journalists, bloggers, etc. It has become a very effective way of developing a direct, credible, authentic two-way relationship with people who have an interest in what we have to say about the business of technology. Twitter is a great way for anyone to engage directly with our analysts and we’re always listening for feedback!“ (Andrew Spender)
PS: Again, the most obvious account belongs to someone else

Company Account
Many! – … and the brand account…?

There is nearly nothing that Twitter does not support for IBM: business sections here, here and here, events here and here plus community building accounts here. Is the brand account changing it’s owner? There were more follower, there is no actual IBM logo and there is definitely something going on…

IBM is a very active user of Twitter. It becomes obvious from the named examples that IBM uses new media for their communication strategy – not surprising as collaboration software is part of their business. „Social media tools are impossible to be taken away from an innovative communication concept.“ says Petra Bauerle, Web Managing Editor at IBM – yes, she twitters as well.

Company Account

Similar ’strategy‘ that IBM has: Twitter for big events like Open World and it’s push as well as it’s blog), for tech communities around Oracle Technology Network (OTN) as well as an ‚cocktail-mixing‘ aggregator account. Wanna see all Oracle Twitterati? Go ahead… and check their wiki with Oracle and non-Oracle people.

„Generally, as a company, we encourage communication among our employees, customers, partners, and others – and blogs, social networks, discussion forums, wikis, video, and other social media can be a great way to stimulate conversation and discussion. They’re also an invaluable tool for experienced Oracle users who want to share information and tips on the use of Oracle products. (…) I’m not aware that we have a formal, documented plan for the use of Twitter, just as we don’t for other social media, but we definitely have a level of participation, since it can be a good way to reach out to and engage with a variety of communities.“ Steve Walker, Vice President EMEA

Company Account
None – brand account options difficult.

„At the moment, the trend washes Twitter in the spheres of a brand name like Google: Twitter is not only seen a web-service for micro-blogging but a synonym for for the dialog in 140 words – you „twitter“ like you „googled“! This trend makes the service and the micro-blogging attractive for a bigger user group.“ Torsten Schollmayer, Senior Associate Marketing & Analytics

Sapient sees the value of also for business accounts for the benefit of social information finding and -exchange, and supporting own brand building – Twitter offers direct and konvergent 1:1 and 1:n-dialogue with clients, competitors and specialists. That’s the reason why Sapient will be on Twitter in a short time period in order not to lose innovation leadership in te market of interactive consulting. BUT: The brand account is gone, so we will wait and see what the digital consulting experts will be doing… The question remains: Why do they start so late on Twitter?

Company Account
Many – company does not make them public as project-based…

„The motivation for our involvement in Twitter and other micro-blogging tools is connected with expertise. Through the use of these tools, experts of Siemens IT Solutions and Services can not only exchange information or present their expertise, but also interact with customers and stakeholders. Networking and open innovations play an important role within the Siemens group, therefore we also designed the open source tool ESME (Enterprise Social Messaging Experiment), which can be use by every enterprise.“ Janine Krebs, Media Relations

Company Account
None – brand account options difficult… or not?!

Unisys pr agency answered briefly: „Unisys has decided not to go with Twitter. The companies opinion goes along the lines that Twitter is interesting, generally speaking, but up to now, there is no response from clients to head for Twitter.“

I am sure there will be some activity when they have been reading about the Twitter options in this post… if so, tell us in a comment, ok?!

Spot On!
We can learn a lot about the pr and career chances, capabilities and possibilities of Twitter from the IT consulting companies, and nearly all of them are using Twitter in a big way. If you need some more background on the Twitter effect for the benefit of your marketing, you should listen to Jon Samsel’s advice. Generally, the especially the real-time business benefit is obvious…

Before companies even join, they can search on Twitter and monitor what people are saying for any term or terms about their employees, their company, their industry, their branch etc. – and then simply put the results into a RSS feed reader.

The real time focus makes it one of the most valuable resources in fast moving industry days. And it tells companies very early when customers have a problem with their communication (see Johnson&Johnson Motrin example) or customer service.

Seeing all the positive aspects… there is one thing that needs to be said about the no. 1 micro-blogging tool: All the positivism in mind and seeing the wonderful new world of communication, Twitter can also be a time-thief if not treated carefully. For some managers professional support will make sense. Tweets attract your personal psyche, shake their body of words and love the power of anticipation in dissipation just like … does.

Anyway, happy to hear what you think of these IT consultants strategies…

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2 Kommentare zu "Top IT Consultants: What is your Twitter strategy?"

  1. Stacey Derbinshire am 03.03.2009 10:00 

    Thanks for posting the article, was certainly a great read!

  2. links for 2009-03-20 « Brendan Cooper, your friendly neighbourhood social media strategist am 20.03.2009 09:07 

    […] Top IT Consultants: What is your Twitter strategy? And this is what IT consultants are – or are not – doing (tags: microblogging twitter strategy) […]

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