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Twitter

Third of brand followers interacting more with brands this year

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By Ishbel Macleod, PR and social media consultant

October 20, 2011 | 2 min read

Research by Constant Contact and research firm Chadwick Martin Bailey has found that 79% of consumers on Twitter follow fewer than 10 brands, with a third of brand followers interacting with brands more this year compared to last year.

The US research based on 1,491 consumers ages 18 and older on Facebook found that 60% of brand followers are more likely to recommend a brand to a friend after following them on Twitter, with 50% more likely to buy from a brand after following them on Twitter.

It was discovered that the main reasons for following a brand were exclusivity, promotions and to be “in the know”, with consumers more likely to read a post about a brand than write about it.

Mark Schmulen, general manager of social media for Constant Contact, said: “Similar to what we saw in our previous study of behaviour on Facebook, the quality of relationships between brands and consumers on Twitter is high. Consumers are selective as to which brands they follow, but they are extremely loyal to those that they do follow.

“For brands, simply broadcasting content and talking at consumers doesn’t fly anymore… They don’t just want to hear from brands; they want to be heard and acknowledged by the real people behind the brands. More than ever, marketing is about building relationships, and Twitter is a great channel for this type of two-way interaction.”

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