A few days ago I took Herman Miller to task for using their Twitter feed as a sort of a news bot and having no engagement. I am of the belief that engagement is a great way to not only create awareness but also a chance to reinforce one’s brand and core values.

Today, when Kleiner Perkins Caufield & Byers twitter account tweeted something about one of their partners talking about Moneyball for startups, no response. In my tweet to them I wondered (jokingly) if a firm that invests like Yankees pay their free agent signings, can really talk about moneyball! No response. So I did what I did with Herman Miller and looked at their engagement level. It was zilch.

The @kpcb is nothing more than a bot and a retweet machine. Damn shame. It was a good way for KP to essentially engage and reinvigorate their brand and appear more human and approachable. What is more shocking – they are actual investor sin Twitter and should know why engagement on Twitter matters. Want some handy tips? Ping Fred Wilson. He does know how to do social media right.

Seriously folks – no point having brand-based twitter accounts if you are not going to be “social.”