Is Microsoft on Twitter a mirror of Microsoft off Twitter?

Microsoft on Twitter is an interesting mirror of what I see, when I read about what Microsoft does off Twitter.

In my opinion, their use of Twitter is  also an example of the confusing mixed priorities and fuzzy focus, which seems to happen when a ‘tech company reaches a certain size.  Let me explain.

Microsoft on Twitter

Apparently, the official Microsoft Twitter account is updated / monitored by Sandra LeDuc and Lou Gellos.  It follows just 270 people, with a following of over 130,000 people.  At time of writing, Microsoft have chosen to primarily follow other Microsoft personnel and Microsoft brands, plus some Twitter celebrities.

As well as this primary Microsoft Twitter account, they have scores of other Twitter accounts for their various divisions and countries.  Many of these are far more social media friendly, and follow “normal” users. 

So, 2 very different Microsoft Twitter strategies.

Microsoft off Twitter

According to respected Microsoft watchers like Paul Thurott, Microsoft internally has a similar issue in the real world.  This is often cited as a reason that Microsoft product launches and announcements get in each other’s way.

There is a top level of decision makers, headed by Steve Balmer, which makes the main operating decisions.  Then, there are many mini Microsofts, with often conflicting remits, who go in what seem to us on the outside, as different directions.   The Microsoft Kin phone, axed just 2 months after it’s launch is the most recent example.  The phone wasn’t as bad as many have claimed, but it was launched at the exact same time as another Microsoft team were preparing the media for Windows Phone 7.

This isn’t a Microsoft only problem!

Maybe there comes a point, when ‘tech companies get SO BIG that they lose the ability to focus and plan as a cohesive unit?  Google have shown us this year, with the death of Google Wave and the less than successful launch of Google Buzz, that they too can produce very good services, which fail through lack of focus.

Many industry watchers claimed that Wave floundered because of the extremely poor launch information.  Remember Wave’s launch?  Few people knew how to use it or what to use it for and the launch video famously ran for over an hour!  The problems that caused an International outcry from privacy groups when Buzz was launched, apparently occurred because it was launched, having only been tested on Google Engineers – who were happy to have all their email addresses made public.

Maybe these technology giants are simply more visible, with their every error reported on in detail, and they are no less focused than smaller ‘tech companies?  What do you think?