the Brands Are at It Again
To run into how businesses are evolving in their use of social media, nosotros analysed the Twitter presence of 258 brands and compared it to this time last year. In this mail we run through the fundamental findings but y'all tin can read the full report here.
The brands were selected manually by taking a cross-department of major sectors (retail, travel, electronics etc) and picking a handful of the tiptop brands operating in that sector.
1. More brands are on Twitter in 2012 than were in 2011.
In 2011, 84% of brands monitored were active on Twitter. In 2012, this number has increased to 91%.
2011 was the year that saw Twitter become genuinely mainstream. It was responsible for breaking several monumental news stories, saw extensive coverage on global media and tweets per second records were broken again and again as the world provided commentary on events such as the Majestic Wedding and the announcement of Beyonce's pregnancy.
For many brands still without a Twitter presence, this dominance in the media has conspicuously persuaded them to start taking the social network more than seriously.
two. Some of the biggest brands are even so non using Twitter.
Apple and Primark are among them.
Despite its ubiquity, certain brands are staying away. While Apple have accounts to promote certain products and services (@appstore and @itunesmusic), they have no official make account, nor do they apply any account to engage with customers. Some commenters take suggested Apple tree should invest heavily in, or fifty-fifty buy out, Twitter.
Primark steers articulate from the network birthday – is it that they fear it will exercise them more impairment than practiced or but cause a massive strain on their customer service efforts? Either way, in today's social earth of communications, brands that shy away from opening upwardly will struggle to build trust and loyalty from their customers.
3. There remains a slant towards broadcast rather than appointment.
While 75% of brands used Twitter for both broadcast and engagement, 13% solely broadcasted with just 3% solely engaging.
Businesses have been trying to incorporate social media into their communication strategies for several years at present, but there is nevertheless much word about brands not "getting it".
Whilst strategists and thought-leaders accept done a lot to encourage businesses to think about social media every bit a new style to collaborate with their audience and not merely another marketing channel from which to broadcast, our analysis shows there is still the tendency to use Twitter every bit just that.
4. More brands are using multiple accounts.
The proportion of brands using more than one account has increased five-fold on last yr, with over 40 brands having 3 or more accounts.
It'due south become credible to many brands that using the same Twitter business relationship for promotional messaging and for customer service can prove problematic.
Savvy businesses are creating carve up accounts to achieve separate objectives. There is the brand sensation and community building aspect of Twitter which requires a certain approach, and then there is the increasing significance of handling the many customer issues posted through Twitter which demands a very different tact.
Trying to promote your products and services and deal with customer problems on the aforementioned folio is, unsurprisingly, not something brands take constitute easy.
5. Focus has turned to quality not quantity.
50% of brands tweeted fewer than 19 times a day in 2011. In 2012, 50% tweet fewer than 7 times.
While there are a greater number of brands signed upwardly to Twitter in 2012 than there were in 2011, the frequency at which they tweet has, on average, dropped adequately significantly.
Is this considering, although businesses feel they should exist on Twitter, they have been unable to prove its worth later signing up and have all only abased the channel?
This seems at odds with the success then many brands take enjoyed through Twitter and the per centum of brands with agile accounts is still college at present than a year ago – they simply tweet less frequently.
Then, mayhap more likely is that companies have evolved in their use of Twitter including greater focus on:
a) The quality of broadcast messages, rather than but quantity.
b) Replying to real customer issues.
Summary
It's evident that brands accept progressed significantly in their apply of Twitter in the past year.
We tin brand some predictions about the next 12 months based on the trend data, but what exercise you lot think volition happen?
- 91% of 258 household brands take a Twitter account: will this number autumn farther or is Twitter simply not a must for all brands?
- Should brands use Twitter purely to engage/serve customers or is there a place for marketing messages?
- Will the frequency of tweeting rise again or drop farther?
Source: https://www.brandwatch.com/blog/5-truths-about-brands-on-twitter/
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