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BizReport : Social Marketing : April 29, 2009
Study: Twitter is a non-social social network
A new study from MarketingProfs indicates that micro-blogging social network Twitter may not be about social networking at all. It's about information. Researchers have studied the Twitter phenomena and have determined that most Twitter users are simply interested in getting more information and pertinent information in a timely manner.
Nearly all of the Twitter responders report they log on to Twitter because they want information in a timely manner. 80% of responders also noted they like the connection offered through the network. Moreover these users don't mind not getting responses. According to the report about half of Twitterers don't mind if they tweet and no one responds to them.
So, what does this mean for marketers? First and foremost, it should mean that the information Twittered should be timely, pertinent and informational.
Consumers will likely respond more to quick offers or coupons with a time limit than open-ended 'come check our low prices' phrasing. Twitter users will also be more likely to follow marketers, brands and companies who continually give them good information in a timely manner than brands or companies who randomly tweet unimportant information through the network.
Before beginning your next social campaign or before creating a Twitter landing page, marketers should consider how they will Twitter and what will make their Twitters stand out from the crowd.
Tags: MarketingProfs, micro-blogging, social marketing, social networks, tweets, Twitter
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Comments
Still, to get the most bang for your tweets, if a marketer builds relationships they will have more retweets which expands the number of Twitter users who will see the posts. So I still think the social aspect of Twitter is important for marketers.
Posted by: Nancy Heltman on May 16, 2009 18:26