I know a number of people who write off Twitter as garbage, yet they are active on Facebook. They need to read this.
I recently wrote a blog about Five Ways to Leverage the Power of the Few, Your Prosumers and Fans, that discussed how your consumers and fans are vocal. Well check out the results of some studies about users on Twitter:
- 72% publish blog posts at least once a month!
- 61% write at least one product review a month!
- 32% make recommendations!
Can you really afford to ignore Twitter?
The ExactTarget and CoTweet study reveals an important part of the social ecosystem that demonstrates why businesses need to consider not just a 360 approach, but a socialized approach. Of the consumers surveyed, 72% publish blog posts at least monthly, 70% comment on blogs, and 61% write at least one product review monthly. The social consumer is vocal and they’re connected. Considering now that audiences are shifting from content consumers to curators and creators, our market is now defined by audiences with audiences with audiences. Individuals maintain active and expanding social graphs and as they grow, the network effect only escalates.
In April 2010, Performics and ROI Research found that 33% of Twitter users share opinions about companies or products at least once per week. More so, 32% make recommendations while 30% seek guidance and direction.
– 33% talk brands 1x per week
– 32% make recommendations
– 30% seek advice
Among other interesting stats, 20% of consumers follow a brand in order to interact with the company, which is much greater than those who subscribe to email newsletters or those who “like” brands on Facebook in order to remain connected. In fact, nine out of the ten stated that the most common reasons to follow a brand on Twitter involved the ability to obtain direct information from a company.
In other studies, upwards of 80% of Twitter users stated that for those deserving brands, following equated to referrals. Of those who followed brands, 51% did so because they were an existing customer and 44% expected discounts or promotions.
One of the more interesting data points to emerge was that men were more than twice as likely than women to follow brands on Twitter, 29% compared to 13%. This stat requires deeper analysis as it, on the surface, rivals two primary research pillars in my current work, 1) More women than men account for the overall Twitter population and 2) Women, in aggregate, are more influential than men on Twitter.
If you were to take one thing away from this research, it’s this…Twitter users are the most influential social consumers online today. This revelation is constant across many published research reports. Not only are they influential, they put their money where their Tweet is.
While money doesn’t grow on trees, it does however, grow on Tweets.