Talking to marketers, more and more companies are finding value in Twitter, yet there are some that still struggle to convince executive management that the investment of time is worthwhile. Perhaps those executives are influenced by conversations like the one I had this morning.
“You use Twitter?”
“Yes.”
“Why? What’s the point? Do you really care what other people had for lunch?”
“No, but...” and suddenly I find myself selling the value Twitter. Have you had this experience?
Twitter X Factors is the fourth report in our Subscriber, Fans and Followers research series. This report digs into why consumers engage with brands on Twitter by looking at two critical questions. Why do consumers use Twitter? And when they do, what makes them choose to follow brands?
Approximately 11.5 million consumers in the US use Twitter on a daily basis. Millions more have created accounts, but they check in less often. Still others (as we discovered) have never created an account on Twitter, but they follow what brands are Tweeting from afar.
Fact is that Twitter is not for everyone. Many consumers simply don’t see the value. But the numbers are much less important than the conversations going on in Twitter and who is having them. Twitter doesn’t need to have the biggest audience, because daily Twitter users represent by far the most influential audience online.
They comment more, write more, upload more, and blog more than other online consumers. Compared to non-Twitter users, daily users are:
For these people, Twitter acts as both a catalyst and an outlet. The conversations they have and the content they are exposed to on Twitter provide them with ideas and content that gets shared through these other mediums. How your brand engages with consumers on Twitter influences how they think about your products and services and this sparks ideas for blog posts and product reviews.
So, what do they want from you, the marketer? Simple, they want a different perspective than what they can get through traditional marketing. Consumers are looking for a deeper level of insight and connection with brands on Twitter than they can get through email. They want more insight than is released through press releases where every word is analyzed before statements are made. They want to be ‘in-the-know’ and they want access to information that will help them create good content.
So, why is it important to “join the conversation” on Twitter? Twitter for businesses allows brands to proactively engage the consumers that are likely to have the largest impact on your brand.
This just hits one of the five X Factors included in the full Twitter X Factors report. Take a look for yourself and let us know which X Factor stands out for you.
“You use Twitter?”
“Yes.”
“Why? What’s the point? Do you really care what other people had for lunch?”
“No, but...” and suddenly I find myself selling the value Twitter. Have you had this experience?
Twitter X Factors is the fourth report in our Subscriber, Fans and Followers research series. This report digs into why consumers engage with brands on Twitter by looking at two critical questions. Why do consumers use Twitter? And when they do, what makes them choose to follow brands?
Approximately 11.5 million consumers in the US use Twitter on a daily basis. Millions more have created accounts, but they check in less often. Still others (as we discovered) have never created an account on Twitter, but they follow what brands are Tweeting from afar.
Fact is that Twitter is not for everyone. Many consumers simply don’t see the value. But the numbers are much less important than the conversations going on in Twitter and who is having them. Twitter doesn’t need to have the biggest audience, because daily Twitter users represent by far the most influential audience online.
They comment more, write more, upload more, and blog more than other online consumers. Compared to non-Twitter users, daily users are:
- 6 times more likely to publish articles at least monthly.
- 5 times more likely to post blogs at least monthly.
- 7 times more likely to post to Wikis at least monthly.
- 3 times more likely to post product reviews at least monthly.
- 3 times more likely to participate in online forums at least monthly.
- 5 times more likely to share coupons on coupon sites at least monthly.
For these people, Twitter acts as both a catalyst and an outlet. The conversations they have and the content they are exposed to on Twitter provide them with ideas and content that gets shared through these other mediums. How your brand engages with consumers on Twitter influences how they think about your products and services and this sparks ideas for blog posts and product reviews.
So, what do they want from you, the marketer? Simple, they want a different perspective than what they can get through traditional marketing. Consumers are looking for a deeper level of insight and connection with brands on Twitter than they can get through email. They want more insight than is released through press releases where every word is analyzed before statements are made. They want to be ‘in-the-know’ and they want access to information that will help them create good content.
So, why is it important to “join the conversation” on Twitter? Twitter for businesses allows brands to proactively engage the consumers that are likely to have the largest impact on your brand.
This just hits one of the five X Factors included in the full Twitter X Factors report. Take a look for yourself and let us know which X Factor stands out for you.
Comments for Twitter? Why?
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