How many times have you heard from marketers, bloggers and public relations practitioners to engage your followers on Twitter by adopting a more personal kind of approach?
I bet you’ll lost count trying to figure out the exact figure. However, it’s apparent that most brands are still not getting the message according to eMarketer’s report.
Most brands on the 140 character social networking platform are only pushing out regular news and information about themselves; even worst, some are using web feeds to do it. Through the latter, there are almost zero conversations or interactions taking place on their Twitter account.
It was found that Marketers spent just 16% of their 140-character messages conversing with consumers while 75% of the time they are pushing messages to their followers.
On the other hand, consumers who make up the vast majority of Twitter users, contribute about 90% of all tweets on the network itself. On top of that, 43% of all their tweets are conversational messages that begins with an “@” while only 24% are status updates, surprisingly.
However, we should not discount the fact that 60% of social followers towards a particular brand said that they follow brands on Twitter for information about new products, features or services. Despite that, brands on Twitter should also be ready to actively engage with their followers and potential ones to get the best out of the 140 character social site.
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I couldn't agree more with this – brands know they need to be more conversational but fail in actually implementing this strategy. i wonder if it is a resource issue – perhaps they don't have the right staff member dedicated to looking after their twitter account?
Anyway loved the article!
@carapring