Twitter is one of those things. You either get it or you don’t. It’s a fast moving channel and the agencies we like best use their Twitter accounts for far more than as mere marketing megaphones. They actually use them to engage. We focused on fun, we focused on engagement, and we focused on innovative, personalized usage of the tool. We discovered that while many firms may have achieved top rankings by revenue, they haven’t yet racked up big numbers on Twitter. But you know us: We believe that numbers aren’t everything. Follow us now to see which picks got the thumbs up!

2. TWITTER WINNERS:
10 PR Agency Twitter Accounts to
Follow
Twitter is one of those things. You either get it or you don’t. It’s a fast-moving
channel and the agencies we like best use their Twitter accounts for far more than
mere marketing megaphones. They actually use them to engage.
We started our research by reviewing which of the top independent PR firms as
ranked by O’Dwyer’s were going the extra mile with Twitter. We then used our own
Sysomos MAP social media monitoring tool to track some of the online conversation
around these firms and in their Twitter streams.
We focused on fun, we focused on engagement, and we focused on innovative,
personalized usage of the tool. We discovered that while many firms may have
achieved top rankings by revenue, they haven’t yet racked up big numbers on
Twitter. But you know us: We believe that numbers aren’t everything. Follow us now
to see which picks got the thumbs up!

3. 1. MWW Group
Tweeting Like an Icon
We liked MWW Group’s Twitter stream
because of its varied topics. They mention
employee promotions, activities, and job
openings at the company on a regular
basis. Consumer lifestyle is one of the
firm’s major service sectors—so it Tweets
often about food, movies, entertainment,
and more. Put simply: MWW Tweets its
values and character, and it shows.
MWW gets points for prominently featuring
social media icons and participation on its
website home page. Although that seems
obvious, it’s not. Several of the top
agencies were passed over here simply
because they have not yet incorporated
Twitter into their home pages. We confess
that surprises us, but we have to report
what we see—and we clearly see that
MWW leads the way.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

4. 2. Schwartz MSL
Because Listening Matters
We like Schwartz MSL’s savvy use of
other people’s mentions about the firm.
They clearly are using a listening tool,
have connected all their company
profiles, and are sure to retweet
mentions of their firm the moment they
occur. Like many of the agencies here,
Schwartz MSL has multiple company
accounts and those are also actively
retweeted. They are noticing who is
talking about them, and it contributes to a
sense of engagement.
The other stand-out feature of Schwartz
MSL’s Twitter stream is that it regularly
features clients. They retweet client
tweets and feature them in Twitter shout-
outs. It’s a sure way to get your clients
noticed for what they do. Kudos to
Schwartz MSL for walking the walk!
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

5. 3. Regan Communications
Hashtags and Photos Galore
Regan Communications has it going on.
Its homepage prominently features social
media profiles and fun, splashy photos of
glitzy gatherings and candid conversations
with clients, influencers and others. Fun is
written all over their approach and their
Twitter account is no exception.
Regan is also skillful at using hashtags in
their tweets. They actively participate in
#FF, known as FollowFriday, in which you
list other people you recommend to follow
on Fridays. They are also participating in
#SMW (Social Media Week) and they are
doing it with flair and creativity. Their
stream is full of lively pictures, amusing
videos and banter. For communicating
with personality and engagement, we give
Regan a gold star.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

6. 4. Taylor
Focused on Sharing Original Content
The Twitter streams we find in our research
are often packed with third party resource
links. We admit this is a viable strategy
because many professionals turn to
agencies to be a resource hub for industry
news. It’s not the way to really build your
unique reputation, in our opinion, but we
have to confess that it works to build some
awareness.
Taylor delivers original content with multi-
author blog posts listed as featured,
prominent content on its company website.
These original blog posts are
conversational and focused on tying
mainstream news to PR. These posts are
also the centerpiece of Taylor’s Twitter
stream, and that deserves a mention.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

7. 5. Padilla Speer Beardsley
A Fun Place to Work
The first thing you’ll notice about PSB’s
Twitter page is that it’s new. For a top
firm, it doesn’t have many followers. We
get that. The truth is many agencies are
just now integrating Twitter. Everyone
starts somewhere, and for us, Padilla is
starting by focusing on the right things
with its approach.
Padilla features its workplace culture in
its social media. The firm enjoys Fit
Fridays, a time when employees wear
their sneakers, take walking breaks,
share fresh fruit, etc. The firm also
frequently retweets employees’ personal
comments. It’s unbuttoned, it’s fun, and
it makes you want to work there. That
kind of engagement is what social
media is all about and we like it!
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

8. 6. Coyne PR
A Twist to a Reliable Favorite
Coyne had us at #Hotsheet. Unlike many
firms that pump out third party links just
to fill up their streams, Coyne PR has
taken it one stellar step further. We really
like the twist they’ve given a reliable
social content technique, so we’re adding
them to our favorites list.
The Hotsheet is a newsletter collection of
the week’s “coolest campaigns.” Coyne
tweets out its Hotsheet as Twitter
content. It goes further by listing the
people they feature, specifically posting
the Twitter @ ID of the companies they
mention in the tweet with the Hotsheet
link. This is a smart approach and it has
earned a loyal following, including us!
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

9. 7. APCO Worldwide
Politics, PR and the World
APCO caught our attention with its
diversity and global focus. It employs all
the standard techniques that other
agencies do. The firm Tweets about its
latest blog posts, features clients, and
often shares third party resource links. It
even does well at mentioning employees
and other connected people.
But here’s where they step it up a bit.
Many of the agencies have a global
presence, yet most don’t particularly focus
on that. They tend to cluster their content
around the home office. APCO, however,
talks about global issues in its social
stream. Its leader, Margery Kraus, is
involved in global women’s issues and the
company’s social content reflects rich
diversity. We think that’s a win.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

10. 8. Waggener Edstrom
Going Places
Waggener Edstrom’s Twitter stream comes
in with more followers than some of the
others we’ve profiled here. The firm has
been at it for a while. It’s certainly going
places, with 5k+ followers and counting.
That’s a good showing, especially when
compared to many agencies we saw with
fewer than 1K followers, or worse, no
Twitter presence at all.
Waggener takes followers to plenty of
interesting places via its Twitter stream. It
took us to Davos, to multiple industry
specific conferences and soon … it will
take us to SXSW. Its Tweets cite where
they are going before they go, and provide
plenty of onsite commentary once they’re
there. Incorporating the physical into the
virtual worlds is a clever trick and
Waggener does it well.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

11. 9. Text 100
Pleasantly Enthusiastic
It’s easy to get hyperbolic and slip into
marketing speak online. After all, we’re
used to helping shape messages that
feature clients in the best light. So it can
sometimes be a challenge to turn off that
habit. Social media has tempered this
impulse, as most people don’t want to be
marketed to as much as they want to
converse. Enter Text 100 as a pleasantly
enthusiastic alternative.
Text 100 uses cheerful phrases like
“loves,” “great,” and “awesome quote”
often. Its Twitter stream feels fresh, light,
and happy, but is still business focused.
Our first foray into the firm’s social media
left us feeling glad to have visited,
especially when we started reading the
posts and articles it was Tweeting. Great
content!
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

12. 10. WCG
Wandering Outside the Box
We flagged WCG because of the focus
it gives the various disciplines within
online marketing. The firm discusses
SEO, content curation, analytics and
tracking, and much more. It Retweets
other people’s points of view, and
frequently features niche subject matter
experts. Letting experts have a voice is
a big part of creating a community and
it’s tempting to want to take credit.
WCG does a good job giving credit
where credit is due.
WCG reaches out across industries to
feature a variety of people in its stream.
What’s more, it spotlights experts in
hashtag conversations, with keyword
searches, and more. This takes a sharp
eye and generous attitude, and WCG
has this in spades.
TWITTER WINNERS:
10 PR Agency Twitter Accounts to Follow

13. TWITTER WINNERS:
10 PR Agency Twitter Accounts to
Follow
We Mean It – Numbers Aren’t Everything
We recognize that we have featured some larger agencies that happen to have
smaller followings here. And while we welcome comments and criticism about
this, we do have method to our madness. And, yes, we do recognize that there is
some truth in the idea that numbers can gauge effectiveness and value. At our
core, though, we know that numbers really don’t tell the whole story.
We stand by these choices as stellar examples of a variety of great social media
techniques and implementation. We hope that you take a look at how these
companies are doing social media so that you can begin to incorporate some of
their best practices in engagement, outreach, content creation, and social media
marketing. The numbers come when you do it right. Go forth and do it right!
To read all the Pulses and other Slideshare.net presentations, click here.

14. TWITTER WINNERS:
10 PR Agency Twitter Accounts to
Follow
Next on “The Pulse”:
10 Favorite Mobile Apps for Marcom and PR Pros
THE PULSE:
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so integrated marketing and communications professionals can work smarter, succeed and enjoy.
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