Only 16% of brand Tweets are conversational

By analyzing the use of the ‘@’ symbol, a sign that a dialogue is taking place, 360i found that 43% of all Tweets by consumers are conversational. However, just 16% of Tweets by brands contained the ‘@’ symbol.

Does this mean that brands on Twitter need to converse more with their Followers? I don’t believe so. Previous research found the primary reasons consumers follow a brand on the microblogging platform are to find out about new products, receive discounts and promotions and keep abreast of company news.

However, some believe that in order to get the most from Twitter brands ought to be actively conversing with their Followers.

“Consumers do want information from brands, and the highly informational content in marketers’ Tweets is likely helpful to many Followers,” said eMarketer’s Nicole Perrin. “But brands must also be ready to actively engage and chat with their followers and potential followers if they want to exploit Twitter’s full capabilities.”

Twitter users are an influential bunch and, as new research from ExactTarget found, their influence extends well outside the micro-blogging platform into blogs, forums and even the living room.