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On Twitter and Social Networks, Brands Benefit from Conversations


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A recent study revealed 20 percent of tweets published are actually invitations for product information, answers or responses from peers or directly by brand representatives. Now we learn that Twitter users are actively paying attention to brands on the popular information network.

According to research conducted by Performics and ROI Research, about half of Twitter users who were introduced to a brand on Twitter were compelled to search for additional information.

The companies studied the activity of 3,000 users of social networks in the U.S. Of those polled, 70% use Facebook, 40% use YouTube, and 22% use Twitter.

Participants were presented with roughly 100 questions that explored how they discover products in social networks and also their thresholds for advertising and marketing.

The survey found that 48% of those who came into contact with a brand name on Twitter went on to search for additional information on search engines compared to 34% on other social networks, which to be clear, is also an impressive number.

The inspiration, it seems, was tied to a desire to surface additional information about a product, service, or brand with 30% claiming they wished to learn more. Just under one-third (27%), reported that they were receptive to receiving invitations for events, special offers or promotions. 25% stated that they visited a site after learning about a product on their social network of preference.

Perhaps most astounding, was the number of people who readily share brand-related information with others. 44% admitted that they have recommended products in Social Media and 39% stated that they have discussed a product specifically on Twitter. However, Facebook users seemed to edge out Twitter, with 46% of respondents talking about or recommending products on the 225 million strong social network.

The economy seems to have galvanized a new channel for businesses to benefit from cost-effective “un” marketing campaigns, mostly driven by the community seeking and sharing information about interesting and favorite brands and products.  Direct engagement on social networks in support of this new found awareness will either foster interaction and collaboration or wind up decreasing the signal to noise ratio and polluting the stream of interactivity and resulting actions around brands.

Encouraging data such as that produced by this report, will motivate businesses to engage or amplify their existing programs. Nothing beats value however – for both sides of the equation. With Social Media comes great responsibility and accountability. We either introduce resolution, hope, excitement, empathy, and opportunity or we take away from the experience and diminish our prospects.

Everything indeed begins with search and this is why inbound marketing and social media optimization are so critical in this day and age. The act of marketing through participatory programs is only part of the answer. The other side relates to understanding where, when, and how people are interacting around your business, your competitors, and other parallel products and services. Placing content and social objects in these networks, fully optimized for discovery, places strategic messages and information in places where it can and will be found. It’s not unlike hiding Easter eggs. You can either make them difficult to find or you can employ tactics to make sure those seeking them will find them easily.

The social web is much greater than your ability to converse and interact within it directly. Outside of empowering the community to help extend your tenets, story and value proposition, social objects can serve as your brand beacons.

Search and you will find. Strategically place and you will be discovered.

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38 COMMENTS ON THIS POST To “On Twitter and Social Networks, Brands Benefit from Conversations”

  1. Akash Sharma says:

    Great post on the basis of stats it can be figured out how important conversations are and what can be there effect on brand imagery.I would like to ask one thing that what is the best way to get into the conversations already going on so that the people involved don't feel interrupted.

    • briansolis says:

      Akash, there are other studies that show many of the tweets associated with brands are rooted in the form of questions…if you have answers (meaningful help and direction, not promotional), the conversations dictate your next opportunities and steps.

    • Akash Sharma says:

      Thats quite true Brian thanks for sharing the answer,you guys are doing an awesome work with your blog, Your posts are so insightful am eagerly waiting to get my hands on your book on public relations as in I have ordered it already.
      Thanks again for your prompt reply!!

  2. I'm amazed by consumer willingness to share product information via new media. It seems the other part of the equation here is that those that interact with such people are responding to these endorsements and circulating them without asking anything in return. When's the last time you asked yourself, in response to such a tweet or facebook share, are they paying him/her to say that? I don't often do so, especially if it's a person whose new media presence I enjoy following. Once we build a trusting community of followers, WE are the brand- and what we say is trusted without the skepticism inherent to other forms of marketing communications. This trust should not be abused, but cultivated.

  3. Very informative post. Well explained. Thanks for sharing this nice post. :)

  4. Ileane Smith says:

    Hi Brian,
    I curious about how negative comments about brands are considered in this study. I see almost as many people complaining about brands as I see in support of them.

    I work for a B2B company that is struggling to find their “voice” in the context of social media and I think part of the reason is the fear of addressing these types of responses.

    Thanks for the post!
    @ileane

  5. Thanks for sharing this information with us. I agree more then 20% tweets are invitations of joining anything or any product reviews. Brands really getting benefit from their conversations on twitter.

  6. Twitter is very convenient for sharing information, asking and answering questions. That's why our company now uses it for support purposes, and rather effectively, I must say.

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  8. alexandraspirer says:

    Great post, I agree that what you post definitely can have an impact on your friends as well as your business and am always cautious when posting about my business. This is an area that my company is looking to further explore and see how we can use social media to build better brand awareness for our business.

  9. alexandraspirer says:

    Great post, I agree that what you post definitely can have an impact on your friends as well as your business and am always cautious when posting about my business. This is an area that my company is looking to further explore and see how we can use social media to build better brand awareness for our business.

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