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Recommended link: Econsultancy Twitter Best Practice Guide
New research from Toluna and Econsultancy of 4,000 UK and US respondents has shown that over a quarter of consumers now have a Twitter account with 52% of these following brands and companies on Twitter, illustrating the potential of the channel for business.
What are Twitter users looking for when following a brand? This chart shows that many are on the lookout for deals, but it’s not just about the deals with other content also of interest. Some will simply follow to prove they are a fan of the brand.
The importance of Twitter as a feedback channel is also shown with around a quarter saying they will use Twitter for feedback:
This question stood out for for me, since while many business Twitter users love Twitter to learn and share the latest developments in their industry, many consumers, including everyone else in my family are sceptical. This is what the punters say - it’s not a ringing endorsement, but few would say it’s completely useless!
As well as presenting this new research, this Econsultancy report also gives great best practice advice on how to develop a Twitter communications strategy to deliver the right types of content and engagement. This explores key decision points like:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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