A really interesting study that I came across on Social Quickstarter discusses ten quick facts that you should know about social behavior on Twitter. These quick facts were derived from a more comprehensive study that was conducted by Constant Contact and Chadwick Martin Bailey. The study's results are crucial to understanding a brand's consumers on a specific social network such as Twitter and it can allow a company to better target their consumer base in their digital marketing plan.
The most important takeaway from the study is that it found that 60% of brand followers on Twitter are more likely to recommend the brand to other friends, and also 50% of these same brand followers are more likely to buy from the brand. These numbers are huge, and we all know that any increase in customer loyalty is great news for brands. The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the U.S and some of the interesting insights from the study are:
- Only 21% of Twitter users follow brands on Twitter, and of those, 79% follow fewer than 10 brands
- When it comes to a consumer’s decision to follow brands on Twitter, exclusivity and access to promotions reign
- Brand interaction on Twitter is still largely a one-way process
- While 84% of followers read tweets posted by the brands they follow, only 23% claim to tweet about the brands they follow
- Twitter users even use Facebook more than users who stick solely to Facebook — 60% of Twitter users use Facebook more than three hours per week, compared with 49% of Facebook users overall
If companies understand the profoundness of these results, they should tailor their social media marketing plan to 1) increase their followers on Twitter and 2) tailor their Twitter campaign to the needs of these consumers through the content, exclusivity, and access to the promotions it provides. For more information check out the study slides below and go to Social Quickstarter by Constant Contact.
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