Not so surprisingly, when customers follow brands on Twitter, they are more likely to buy that brand as well as recommend it to others. A study by Constant Contact and market research firm Chadwick Martin Bailey revealed at 60% of followers will recommend a brand and 50% will actually purchase that brand. Nothing out of the ordinary there.
But the more interesting read for me was about actually becoming a followed company. Only 21% of Twitter users actually follow brands, and when they do, it's usually less than ten of them. Actually about 35% only follow one or two brands. But once, you have a follower, you usually keep them. Unfortunately, most followers only really read what their favorite brands are tweeting as opposed to tweeting about them themselves. There is definitely an opportunity to create a dialogue and gets customers further engaged with brands.
http://mashable.com/2011/10/20/twitter-brands-purchase-intent/
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