I read an interesting post today from BusinessesGrow about a study of over 1,500 people performed by ExactTarget about the online habits of twitter users. The two most important statistics that I found were
– Twitter users are the most influential online consumers — 72 percent publish blog posts at least monthly, 70 percent comment on blogs, 61 percent write at least one product review monthly and 61 percent comment on news sites.
– Daily Twitter users are 6 times more likely to publish articles, five times more likely to post blogs, seven times more likely to post to Wikis and three times more likely to post product reviews at least monthly compared to non-Twitter users.
The first thing as business or brand that you need to realize is that a majority of twitter is spam. I currently have 656 followers at the time of this blog post, but by my estimate greater than 50% of those followers are automated accounts without any true interaction. As a business your focus would be to recruit users to your brand that are influential online customers.
Super twitter users can be very powerful for your brand and and more negative for brand given a bad review. It’s incredibly important to monitor your brand on all channels (especially for start-ups who can’t afford slip ups) and recruit these users.
How to Connect Super Twitter Users to your Brand
**Interaction. **As the voice of Gift Card Rescue, I always engage with consumers and constantly reply, retweet, and also send direct messages. Any interaction directly from the brand itself is incredibly powerful and can instantly turn a negative experience into a positive one.
**Insider Information. **Everyone likes to feel special. Release inside information with exclusive specials, internal information (nothing private), or fun photos (office space, interaction, celebrities w/ brand) to your followers.
**Create Value. **Why should someone follow you? What value do you provide for them? I’m a fan of Seth Godin’s model of permission marketing and as a brand you need to provide constant information and updates to remain relevant and establish permission between you and your users.
– Dana White the controversial president of the once outlawed Ultimate Fighting Championship. Dana uses every form of social media (twitter, facebook, vblogs) to connect with fight fans across the globe. In every city he launches new contests & hunts for free tickets while answering questions from users everywhere. Dana, I salute you.
Personal Reaction to the Study
I’ve only recently become active and engaging on my personal twitter account, but I believe these statistics are very credible. Most of the users that I’ve followed and interacted with operate their own blogs, use geolocation services (ie foursquare or gowalla), and if they have a negative experience with a company they let everyone know.
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