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“Mad Men” vs. #Twitter – An Opinion on the Fortune 10

“Mad Men” vs. Twitter

An Opinion












When I meet people IRL (in real life) – new acquaintances, peeps that I know well, friends, co-workers, and even family, there are only a handful of people who “get it” when I talk ‘Twitter’.

 I speak so often to companies that I work with – as well as new corporations I am strategizing with – to talk about the value that their brand can receive through the right use of Twitter.  So, why is it when I ask a standard response is, “Yeah, we’re on Twitter”… I then ask them, “what does that mean?”.


Many large corporations do not.  They are struggling with the change from a world with ‘Mad Men’ media – to a world where messaging is cluttered, media is fast paced, multiple channels are available, and ‘Social Media’ is perceived to surpass other forms of media in short order.  So, what does this mean to your brand? 


They don’t.  A large corporation must understand that Twitter is not just here for them to promote themselves – PLEASE do not just promote.  People today want to have a personal relationship with your brand.  Twitter can help you to engage with your customers, potential customers and lapsed customers.  Just setting up a Twitter account is not enough.  Fortune companies that engage – are those that will make this change with ease.   The days of just “being there” are over.  ENGAGE!


We do not care, nor really want to continual tweets about your product, service, offering or anything else.  We want to know YOU – the person behind the brand.  It does not matter if you have folks that support you in the US or other countries although, you need to engage and speak with those that follow you.  Realize that I am an extension of your brand – with the ability to promote you negatively or positively.


Please note:  Some of these companies have more than one blog – if anyone has information on how to figure out WalMart – do let me know – I got tired of trying to find them – and what they did on Twitter!


The Fortune 10 on Twitter:

Rank     Company Twitter Name Following/Followers   Tweet Stats / Engagement
1           Exxon Mobil @exxon_mobil 0 / 483   3 sinceNov, ‘08/Not Engaged
2           WalMart 9 separate names too confusing    ???  
3           Chevron @Chevron_JustinH 73 / 1,137   Daily / Engaged  
4           Conoco Phillips @conocophillips 0 / 274   Weekly / Not Engaged
5           General Electric @GE_Reports 2.314 / 3,398   Daily/Somewhat Engaged
6           General Motors @GMBlogs 2.658 / 10.337   Daily/Very Engaged
7           Ford Motor @Ford 13,846 / 14,500   Daily/Very Engaged
8           AT&T @ATTNews + More 39 / 15,296   Daily / Not Engaged
9           Hewlett-Packard  @HPNews + More 280 / 6.999   Daily / Very Engaged
10           Valero Energy   If you can find them – let me know! :o)  

If you look above, you can see that most of the companies that engagement and involvement is extremely important to the number of people that are following a specific brand.

It would suffice to note that – those companies that are not engaged….or are just on Twitter to promote….will never have a following that will impact their brand.

It is time to realize that how consumers interact with your brand has definitely changed – specifically via Twitter.  In my humble opionion, Twitter is a media in which you engage, communicate, assist and as the individual behind the brand – you promote without being intrusive.  I would love your thoughts my followers!

Please feel free to comment!


September 6, 2009 - Posted by | Uncategorized | , , , , , ,


  1. Thanks for another powerfully insightful post. Do you think the Fortune 10 or 50 will shuffle due to acceptance or non-acceptance of social media?

    Comment by reddsmitty | September 6, 2009 | Reply

    • Great question. I do believe that Fortune organzations need to realize that the way that advertising was — is no longer.

      With multiple messaging strategies – and clutter – advertising is fast paced and changing from the way that it is.

      Whether or not Social Media acceptance will alter where a corporation falls within the Fortune rank is circumspect, although, I do believe that those that take acceptance early allow themselves to capture the younger generation as well as expose themselves to an “older” (are we older??) generation that is on Twitter today.

      Thanks for the excellent insight and question!!!

      Comment by bethfrysztak | September 7, 2009 | Reply

  2. Beth,

    That’s a great piece. You should have it (or a summary) featured more prominently

    Comment by Pete T | September 6, 2009 | Reply

    • Thanks Pete – love to hear your thoughts on that!

      Comment by bethfrysztak | September 7, 2009 | Reply

  3. Hi Beth

    Love the blog — I just finished reading Groundswell winning in a world transformed by social technologies. — I would recommend it — great cases studies and it does talk about Wal-Mart’s efforts with social media.


    Comment by elizabeth hester | September 7, 2009 | Reply

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  5. Hi Beth,

    I just know this in my gut. You are right on the money. The only real question is this: when will business get it? There has been a chance in how people people communicate and buy what they need; and it will affect business. The way we do buisness is changing. It’s time for business to wake up and not miss this golden opportunity.

    Jeff Brown

    Comment by Alpha Computer | September 7, 2009 | Reply

  6. […] This post was Twitted by admrich […]

    Pingback by Twitted by admrich | September 7, 2009 | Reply

  7. We are a Small social media marketing company in South America, Has been really hard for us to get big company to create and use their twitter account, they are look for a ROI in the short run… has been really difficult.

    Comment by Luis C Dominguez | September 7, 2009 | Reply

    • Luis -Hi! Twitter needs to be thought of as a media play – not a direct ROI play (my opionion). Just as a billboard and ad placement generate that brand awareness – Twitter does the same.

      Let’s think about it, really, how much is it worth to a large brand to save a customer, help one out, let their following know of a new release – the options are endless – but must be done correctly.

      The difference is that media placements (which are still extremely important, BTW) are not engaging (print, TV, etc.) — Twitter is an event that must happen every day, with engagement every day.

      By engaging with your customers, they promote you – and you are being promoted throught he extension with these individuals.

      Good luck to you!

      Comment by bethfrysztak | September 7, 2009 | Reply

  8. Great insight and post. Thanks for the education.

    Comment by Matt Hickman | September 9, 2009 | Reply

  9. Beth you get Two thumbs up! Way up! Failure to engage is a critical error that is haunting major corporations in today’s marketplace. There’s definitely a hole in the boat and many companies are sinking. It will be interesting to see if they’ll catch on before it’s too late. Thanks for sharing with us all.

    Comment by Steph Love | September 12, 2009 | Reply

  10. Beth, I’m so glad to have stumbled across your excellent blog and am adding it to my RSS. This post should be read by every company trying to better engage their customers: twitter is not just another channel for your press releases! Thanks for your original research and insights. Joy

    Comment by Joy Chen | November 1, 2009 | Reply

  11. This article was very interesting. It is not so much marketing as communication with your consumers. I have had companies that give terrible customer service over the phone and those same companies ignore tweets about their brand or service or company. They just go on the ignore. There is a site called that epitomizes what Twitter can do. If enough people think your product sucks then that should tell you you are on your way out. Your business model needs to be modified. This is early numbers and can be very valuable. Imagine K-Mart being on Twitter 20 years ago. When they could have made changes to keep themselves from the downward spiral that they did not even know they were in. The people know – and if you are in direct contact with them then you know too. 🙂 To me Twitter is Neilsen on speed.

    Comment by Juanita | November 2, 2009 | Reply

  12. Learned something new IRL, will use this in the near future. Your blog truly makes for an enjoyable read Thanx Beth!

    Comment by floetrycatnap | March 17, 2010 | Reply

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