“Marketers use Twitter to broadcast, while consumers use it to converse.” - Sarah Hofstetter, Senior Vice President of Emerging Media and Brand Strategy at 360i.
The six-month study done by 360i analyzed 1,800 tweets. It found:
1. 43% of original consumer tweets are conversations while only 16% of marketer tweets are dialogue with consumers.
2. Only 12% of consumer tweets mention a brand. Top brands mentioned are Twitter, Apple and Google.
3. 94% of tweets are personal in nature and only 8% are private. This creates an amazing pipeline for brands to listen to the community.
Read more about the study at USA Today
JustinAtSmile.ly 7:57 am on July 27, 2010 Permalink
Nice Post Pat. I think the most important thing a company can do in the social media space is foster a 2-way conversation with its consumers. This will build relationships and ultimately boost sales…
Pat McCarthy 10:57 am on July 28, 2010 Permalink
Thanks Justin! Much agreed. I think this study shows the long way brands have to go before they can really reap the benefits of community engagement. A lot of people worry about ROI, but a poorly executed program will ensure a weak return.
Head Scratch – Study: Brands Act Weird on Twitter [27Jul10] | The Book 7:22 am on March 31, 2011 Permalink
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