With Twitter lists continuing to roll out to users (currently at 25%, expected for all users soon), everyone wants to create lists of valuable followers. We have already written about leveraging Twitter Lists for success, but what about using them to listen to industry thought leaders. This is an important part of the community of Twitter and connecting to others in your niche or industry. Whether people use the new list feature to create a group of followers around an idea, organization or location to refine their Twitter experience, or to promote a list of users, everyone is creating lists once they get them. While I do have list access on my personal account, the account for this site does not yet have access. This means I can discuss creating a list here, and get feedback, before creating the list on Twitter.
An important part of the B2B social media world are the agencies around the world advising their clients on how to better reach their customers and prospects. As a starting point for my list, I am using the BtoB magazine list of top US B2B agencies for 2009. The below list includes large, mid-sized, small and interactive winners, runner-ups and honorable mentions sorted alphabetically. On this list, all top agencies are equal. I will look at a number of factors and make an assessment whether I will add each agency’s Twitter feed to my upcoming list. Please add other B2B agencies below that you follow, especially those outside the US. While there are definitely B2B agency thought leaders who tweet from personal accounts, either instead of agency accounts, or in addition to them, this post is examining agency accounts only. In the interest of full disclosure, I did work for Koroberi and continue to partner with them on projects, but do not currently have anything to do with their Twitter account.
No main agency account
Eric Mower & Associates
No agency account
According to my review, most top B2B agencies are not worth following on Twitter at this time because they do not provide enough compelling content. Using Twitter at the corporate level is still something many businesses are figuring out, and agencies are no different. While many of the major agencies on this list are not worth following, some of their individual offices may be. Those offices have thought leaders, personality and things to say that just can’t be conveyed at the corporate level. Note that none of these agency accounts engage with followers very much, which is common for many business accounts. They still treat Twitter as a broadcast tool, rather than an engagement tool. Having said that, one of the best Twitter accounts listed above is the Ogilvy account, which aggregates blog posts from their offices worldwide. This is a great use of a corporate Twitter account.
If you work for any of the above agencies and have any insight into your Twitter strategy, or even an explanation, please let us know below. Our readers may be going through some of the same challenges as you.
And share your suggestions of other B2B agencies worth following on Twitter, and if you have created a list already, share that as well.