If a Giant Company Starts Twittering is it a Sign of Innovative Behavior?
Posted by Plish on May 21, 2009
I came across this article that asks the question, “Is Chevron, Shell’s Twittering an Innovation Indicator?”
The article discusses the variations in the two giants’ approaches and concludes that in spite of the fact that Shell uses Twitter more passively than Chevron,
Twittering = Innovation!
Using Twitter as a channel for disseminating press releases, countering negative PR, and providing hurricane updates, is less a sign of innovative behavior and more a sign of shrewd business.
For the sake of argument, let’s use my favorite definition of Innovation.
Innovation = Creativity x Risk Taking
Applying that definition to this situation, let’s look at what these companies are doing in the following table:
You tell me, if a big company starts twittering, is it being innovative?