I'm personally a fan of Twitter, so while I've read that almost no teens use it and only a slim minority of Internet users in general even dabble in it, I found this article heartening:Twitter Users Get Up Close and Personal With Brands by Jack LoechnerA new study released by ExactTarget finds consumers who are active on Twitter are three times more likely to impact a brand's online reputation through syndicated Tweets, blog posts, articles and product reviews than the average consumer.
The study supported the general findings that microbloggers have many reasons to follow brands they like. Though discounts and sales are toward the top of the list, news and information about a company and its products are primary. The survey of more than 1,500 consumers identifies top motivations for following brands on Twitter and provides new insight into consumers' expectations for interacting with brands online.
I was surprised when I spoke to a group of 7th graders yesterday to find some did use Twitter. I'd be interested in seeing how we might be able to connect with these kids and use their feedback and enthusiasm to strengthen our brand and spread the word. Ideas?
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Key findings of the research include:
· Twitter users are the most influential online consumers; 72% publish blog posts at least monthly, 70% comment on blogs, 61% write at least one product review monthly and 61% comment on news sites.
· Daily Twitter users are 6 times more likely to publish articles, five times more likely to post blogs, seven times more likely to post to Wikis and three times more likely to post product reviews at least monthly compared to non-Twitter users.
· 23% of online consumers read Twitter updates at least monthly.
· 11% of online consumers read Twitter updates, but do not have a Twitter account themselves.
· 20% of consumers indicate they have followed a brand in order to interact with the company, more than become email subscribers or Facebook fans for the sake of interaction.
· Men are more than twice as likely as women to follow brands on Twitter to interact with the company (29% compared to 13%).
· Nine out of the 10 most common motivations for consumers to follow a brand on Twitter involve consumers seeking information from a company.
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