Internet trends: marketing research & predictions

5 points marketers should remember about Twitter’s effectiveness

December 16th, 2010 by

Recent Twitter statistics presented by Pew Internet came with some surprise in the new media. The survey revealed that only 8 percent of American internet users are using Twitter. Pew’s findings are actually in one hand with other research findings as Edison Research survey (1,753 respondents) which reported that while 87% of the American know about the service, just 7% of Americans actually use Twitter.

Though the low penetration rate may lead to some disappointment – here are five points marketers must not forget about Twitter:

1. Twitter attracts most relevant target groups:

In the same Pew survey (November 2010) usage of Twitter among sought after groups are significantly higher than the average statistics: Twitter is used by 14% of internet users aged 18 to 29 and 11% of urban internet users.

2. Twitter is a strong sales promotional tool

Survey by Chadwick Martin Bailey and iModerate Research Technologies (March 2010) found that 79% of Twitter followers (versus 60% of Facebook fans) are more likely to recommend brands since becoming a fan or follower. Moreover, 67% of Twitter followers (versus 51% of Facebook fans) are more likely to buy the brands they follow or are a fan of. Similarly, in a research conducted by Comscore (Q2 2010) 36% of Twitter users reported that they use the service mainly to find sales and product reviews.

3. Twitter generates more click-throughs and leads

Marketing firm SocialTwist analyzed more than one million links on Facebook and Twiiter  platforms. The researchers found that Facebook’s shared links average only 3 clicks, while Twitter’s embedded tweets generate 19 clicks.

In another study among business-to-consumer small and medium-sized companies, more than one-half of those using Twitter generated double the median monthly leads of non-Twitter users. That result held across company size.

4. Twitter users are most active in spreading information:

According to ExactTarget’s survey, daily Twitter users are about three times as likely as internet users on average to upload photos, four times as likely to blog, three times as likely to post ratings and reviews, and nearly six times as likely to upload articles. If you need effective marketing – Twitter users will help you do your job.

5. Twitter as a crisis management tool:

In a recent report by Cisco, the company (who is not only a service user but has also initiated its own social media monitoring platform) concludes that
“Twitter provides a means of communication between our employees and their peers, clients, customers and potential customers. We have learned in the broader landscape how Twitter is effective in crisis, able to reach many people in a short amount of time. It is also effective for information gathering, polling and for vetting information”

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3 Responses

  1. 40deuce Says:

    Really interesting stuff, especially #4 with the stats on other activities Twitter users are more likely to do.

    Sheldon, community manager for Sysomos

  2. Ech0 Says:

    I completely agree with point 5 on how effective twitter can be for crisis management. Sadly the inverse is also true.

    Critical lesson is that it should not just be a tool to “give to the intern” or the risk is that inevitable crisis is badly managed.

  3. bowflex 552 Says:

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