Is Twitter A Bellwether of the Truly Socially Engaged Consumer?

If you are like me, you’ve heard the question posed more than once – What value does Twitter offer companies and where does Twitter fit into a company’s larger social media strategy? In an age where competition for both the attention and feedback...

If you are like me, you’ve heard the question posed more than once – What value does Twitter offer companies and where does Twitter fit into a company’s larger social media strategy?  In an age where competition for both the attention and feedback of consumers is fierce, finding answers to these questions no longer feels optional.

Well, when we examined data from our Invoke Live research event on social networking by participants who indicated they follow at least one brand or company via Twitter, an interesting pattern emerged.  Namely, we saw that when we asked how people leveraged social media to interact with brands, those who were Twitter followers were more engaged generally and across a broader range of activities.

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For example, we found that 46% of people who followed a brand via Twitter would post a comment or complaint on a companies’ Facebook page, and 47% would make a comment on their own Facebook page.  Twitter users were even slightly more willing to comment on company websites than the average participant (68% vs 65%)

And the trend extended beyond just when people had a comment or complaint.  When we asked participants how they interacted with brands and companies generally (and not just when they had a comment or complaint) via social media, 26% of those following a company via Twitter indicated they redistributed content links, vs. 21% of the total sample, 31% sent pictures vs. 19% of the total sample, and an impressive 62% indicated they read blogs vs. 41% of total sample.

So what insights can we gather from all of these data points?

  • People who actively use Twitter are using it to monitor companies
  • Those same people are looking to engage in a dialog and to give more of the feedback those companies crave than those who are not leveraging Twitter.
  • Consumers who are also Twtter followers are engaging in behaviors like giving their opinion, creating content and even distributing company content that could contribute to them becoming brand advocates.

Is the role Twitter should play in your company’s social media strategy still under consideration?  Do you “buy” Twitter as a hallmark of a social media engaged consumer?  Let us know.

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