The average âtweeter’ is a professional male who is active in IT, media/advertising or the consulting business- strikingly similar to early internet users- according to a new comprehensive study of Twitter users.
The typical user also âspeaks’ to brands via the social networking platform in the hope that they will âanswer.’
Over 50,000 tweets from 620 habitual tweeters found that Google, Apple and Amazon are the most discussed brands on Twitter, followed closely by Starbucks, HP and Disney. The study by InSites Consulting analysed the tweets in qualitative, quantitative and observational research methods.
Twitter users were also found to be quite influential in the offline world in one way or another as industry experts, journalists or bloggers.
InSites Consulting warns brands on Twitter should observe tweets very carefully and talk back to brand followers in a very personal way instead of merely spamming followers with advertisements.
Tom De Ruyck, senior research consultant at InSites Consulting said “Twitter is a conversation hive, and it is very valuable for brands to tap into it and learn from what consumers are saying about them. People often send tweets in the heat of the moment: when they experience something positive or negative with a product. This immediacy is never seen before.
“Although this might sound like a threat for marketers because negative comments about their brands are “in the open”, it is at the same time an opportunity for client services teams to take immediate actions and make customers happy again. This company responsiveness will certainly spread the word on Twitter too.”
