Why your company needs to be on Twitter
A Survey of Brand Perception on Twitter
60% of respondents were in favor (strongly agree or agree) with this statement. 16.7%
strongly agreed. The strength of the Twitter relationship is such that it can positively impact brand perception and recommendations ofthat brand. Company Twitter usage and relationships has an impactfulword of mouth effect. As seen elsewhere, offline word of mouthactivities are affected by online recommendations and experiences.
Q7: How many followers do you have on Twitter?
This question was fairly distributed with the largest (100-499) at 42% and the smallest (less than 50) at 12.1%
Q10: What is your gender?
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Originally posted on Twittermaven
Recently Peter Sorgenfrei and Warren Sukernek conducted a survey on Twitter regarding users’ perception of brands on Twitter. We surveyed 240 people with 6 questions regarding interacting with brands. The survey and results are below. A couple of key insights:
- Not surprisingly, most users (89%) agree that brands should engage their customers on Twitter.The majority also have a better impression of brands that use Twitter for customer service (81%).
- Proper usage of Twitter however, is paramount as almost 90% of users would frown upon poor or inappropriate brand use of Twitter.
- The power of a relationship is extremely strong on Twitter. 60% of respondents would recommend a company based on their presence on Twitter and 80% of Twitter users will reward those brands they have key relationships by being more willing to purchase from them.
- Influencers: More than 60% of respondents have 100+ followers and almost 50% of respondents have posted more than 1000 Tweets since they signed up for the service.
Twitter Survey by @warrenss, Twittermaven blog and @researchguy, Sorgenfrei– attribution appreciated. Documents protected by Creative Commons License.
I'd love to get your thoughts and insights. What did you think of the survey, the results, and most importantly, how companies can join Twitter?
Q1: “I feel brands should engage with their customers on Twitter”
89% of respondents answered favorably (agree or strongly agree) with just under 50% answering agree. Just over 10% of the audience disagreed with the
statement. Thus, the respondents are overwhelmingly in favor of
brands joining Twitter and having conversations with customers. This
should not be surprising as the majority of the respondents are
strong fans of the service.
brands joining Twitter and having conversations with customers. This
should not be surprising as the majority of the respondents are
strong fans of the service.
Q2: “I have a much better impression of companies that use Twitter for customer service”
Eighty-one percent of the respondents either agreed or strongly agreed with the statement. Just two percent strongly disagreed. Since several
companies such as Comcast, Zappos, Dell, and HR Block have become
notable on Twitter in using the service to resolve customer service
problems, they have made a favorable impression on their peers.
Q3: “I am interested in receiving special offers and coupons from companies on Twitter”notable on Twitter in using the service to resolve customer service
problems, they have made a favorable impression on their peers.
40% of respondents agreed with the statement and just 15% strongly agreed. So although the group was in favor of receiving special offers, there was a very strong dissent. Over 15% of respondents strongly disagreed which was the highest percentage in the entire survey.Twitter users are wary of over promotion and being bombarded with offers and coupons. This is
in contrast to Q1, where just under 90% of respondents were very favorable towards a company presence on Twitter. One can conclude that the Twitter community wants dialogue and relationships from their favorite brands, not broadcasted impersonal coupons.
Q4: “If a company uses Twitter poorly or inappropriately, it would affect my overall perception of their brand”
88% of the respondents were in agreement (strongly agree or agree) with this statement. This statement really resonated with the audience as it
received the highest strongly agree score (50.5%) out of the entire
survey. Correspondingly, strongly disagree had the lowest score in
the entire survey for this question as well. The Twitter community
wants to engage in conversation with their brands, but it will not
tolerate poor practices from those companies. Although poor or
inappropriate use was not defined in the survey, that is assumed to
include broadcasting messages, lack of responses, latency in
response, follower spam.
survey. Correspondingly, strongly disagree had the lowest score in
the entire survey for this question as well. The Twitter community
wants to engage in conversation with their brands, but it will not
tolerate poor practices from those companies. Although poor or
inappropriate use was not defined in the survey, that is assumed to
include broadcasting messages, lack of responses, latency in
response, follower spam.
Q5: “I would recommend a company’s product or service based on their presence/usage of Twitter”
strongly agreed. The strength of the Twitter relationship is such that it can positively impact brand perception and recommendations ofthat brand. Company Twitter usage and relationships has an impactfulword of mouth effect. As seen elsewhere, offline word of mouthactivities are affected by online recommendations and experiences.
Q6: I would be more willing to purchase a product/service from a company that has a relationship with me on Twitter”
Over 78% of respondents were in favor (strongly agree or agree) with this statement. As described in Q5, the power of the relationship on
Twitter is very strong. In Q6, the relationship appears to have an
even stronger impact than Q5. The audience is more willing to
purchase a product than recommend it. Respondents are willing to
reward company’s who engage with them on Twitter by purchasing
their product or service.
Demographic Questionseven stronger impact than Q5. The audience is more willing to
purchase a product than recommend it. Respondents are willing to
reward company’s who engage with them on Twitter by purchasing
their product or service.
Q7: How many followers do you have on Twitter?
Q8: How many tweets have you posted since signing up for Twitter?
Interestingly, there was a tie for most popular answer between 100-499 and 1000-2999. The fewest respondents had <100. Based on the answers to questions 7
and 8, one can infer that most respondents are experienced Twitter users.
Q9: What is your age range?Document may be downloaded
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Originally posted on Twittermaven
Comment
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Comment by April Riggs on November 24, 2008 at 5:06pm - Thanks for the info, Paul!
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Comment by Paul Chaney on November 24, 2008 at 3:45pm
- Broadcast messages are those sent as announcements, not as part of a conversation with a fellow Twit. For example, announcing a new blog post might be considered a broadcast message. Twitter is a broadcast mechanism. That is one way it can be used, though not exclusively. It's all about building relationships with others and, thereby, winning the right to be heard.
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Comment by April Riggs on November 24, 2008 at 3:36pm
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"Although poor or
inappropriate use was not defined in the survey, that is assumed to
include broadcasting messages, lack of responses, latency in
response, follower spam." Excuse my ignorance but what is considered "Broadcast messages"?
This was a great survey and article-just sent it to our CEO and some other folks on my team to check out. We are all about the Twitter, but I am still learning about what makes the biggest impact. Any and all suggestions beyond this article are welcome!
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- Truer words were never spoken. Motrin should read Dave's article.
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Comment by Warren Sukernek on November 20, 2008 at 9:32pm - As a follow-up to the survey, Dave Evans wrote in his ClickZ column today, how the survey findings played out in his experience at Starbucks. I encourage you to read it.
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Comment by John Easton on November 19, 2008 at 12:15pm -
RE: Corey Canfield
I will have to give The Open Brand a read. I enjoyed Groundswell and second your suggestion.
John
Customer Flypaper
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Comment by Corey Canfield on November 18, 2008 at 8:56pm - I think that what is most important is the behavior of Twitter users, not necessarily Twitter as a brand. Many traditional companies will have a hard time taking a leap right to Twitter if they do not have a good understanding of all the different types of consumer behaviors on the Internet. A good hard look at 2 books would be a great place to start: 1.) Groundswell 2.) The Open Brand. Both of these behavior-based books will help with the insights on how companies can take advantages of all the different types of behaviors, and also to figure out which ones may be useful or not to their quest. Second step: START LISTENING!
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Comment by Sean D'Souza on November 18, 2008 at 12:46pm - That really got me interested :)
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Comment by Sean D'Souza on November 18, 2008 at 12:46pm
- We've actually started getting subscribers finding us on Twitter ;)
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Comment by Melissa Nery on November 16, 2008 at 10:04pm - It makes me feel a whole lot better knowing that Twitter isn't just a social media phase. It is here to stay. Thanks for the survey efforts. It's brilliant to know the outcomes of what people think og the Twitter phase.
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