Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.

中文翻译：

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大型信息技术公司如何使用 Twitter：公司帐户的排列和推文的特征

公司广泛使用 Twitter 来接触各种利益相关者，但他们如何使用这个社交媒体平台仍不清楚。为了调查公司如何使用推特，本研究分析了四家大型信息技术公司推特账户的内容，重点关注不同推特账户的排列和消息特征（内容、消息元素和传播策略）。结果表明，公司使用不同 Twitter 帐户的架构为各种利益相关者群体提供服务。两家公司的推文涵盖了企业、营销和技术交流领域的各种主题。这些推文更侧重于提供信息和促进行动，而不是促进对话。