Companies who develop a strong Twitter following online have a better chance at increasing sales according to a recent study conducted by Constant Contact and research firm Chadwick Martin Bailey – http://bit.ly/tZIZql.
The survey studied the buying habits of fewer than 1,500 people. A fairly good-sized sample and the results were that 50% of people who follow a brand are more likely to buy that brand’s products. The article also notes however that it is not all that easy to get a Twitter user to follow a brand. I would agree with that as I am not one to follow a brand on Twitter although I have done so on Facebook to some degree. In fact only 21% of Twitter users follow brands.
Also significant was the statistic that 75% of people surveyed said the never ‘un-follow’ brands after making a ‘commitment’ to them. Although I don’t really understand how following a brand shows my commitment exactly.
Mashable lists the study’s five main reasons for following a brand on Twitter:
• 64%: I am a customer of the company
• 61%: To be the first to know information about the brand
• 48%: To receive discounts and promotions
• 36%: To gain access to exclusive content
• 28%: To receive content/information to retweet and share with others
The article also noted that Twitter’s follower numbers closely mirror a Facebook study that also found that 56% of users on Facebook who like a brand’s fan page are more likely to recommend that brand to friends while 51% of consumers who like a brand Facebook fan page are more likely to purchase that product. I expect that this comes as no surprise to anyone.
Twitter continues to evolve (check out Simon Cowell’s comments on his personal turnaround on using Twitter as a listening device in today’s New York Times http://nyti.ms/vuE6dT), and personally I find myself following fewer overall people and culling out people I am following if they don’t put out tweets of interest to me. I am following over 900 people and there’s no way for me to sift through that many people’s tweets.
Brands are doing a better job of leveraging social media platforms like Twitter, Facebook and Foursquare. For me it starts and ends with what kind of engagement the brands offer, as well as what kinds of offers the brands offer!
But there’s still room for improvement don’t you think?