On Twitter and Social Networks, Brands Benefit from Conversations

Source: Shutterstock

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.

Connect with Brian Solis on:
, FriendFeed, LinkedIn, Tumblr, Plaxo, Posterous, or Facebook

Click the image below to buy:

  • Pingback: Acquisition, Retention and Social Networks « Digital Chili

  • Pingback: Social Networks are Touchpoints for Customer Acquisition and Retention | Engage

  • http://www.clippingpathindia.com Clipping Path India

    I am agree with you that really twitter is one of the popular social media site to provide information and to gain information for any product.Twitter can be use both for branding and product promotion.We also use twitter to communicate with the whole world.

  • http://www.corporatesnobs.com promotional items

    It's basically a sales talk over social networking you win some you lose some to your competitors but It's totally a part of a growing business today.


  • http://www.indydisplays.com trade show displays

    Up until now no visiter leave any comments on my blog, I guess with your article, sure will help. Let me try it out tonight with some great content. Thanks.

  • Pingback: Μάναμ, επικοινωνείς γιά, δεν επικοινωνείς;

  • http://security-wire.com/12/how-to-remove-system-tools-2011-rogue-anti-spyware.html remove system tool 2011 virus

    Yes, SN also helps build brands.

  • http://www.kensingtondental.com/patientedu_braces.shtml Teeth Braces

    How to get Fans for Facebook Page ?? That is the only Good ROI object right now..

  • http://www.loyaltyusa.com/ kissimmee vacation rentals

    nice post but what about facebook?

  • Pingback: NSmith24 | College fast food place leaves its mark on social media


Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian



  • Competing for relevance by Brian Solis
  • The real future of marketing starts with putting your hands up and walking away for a minute.
  • "This isn’t a time to react. It’s a time to lead!” via www.brandmanic.com
  • Brian Solis by @photo