Twitter is a kind of social seismograph, and it is also a transformative channel where ordinary people have the ability to influence each other’s actions.
January 2, 2011
Twitter is a kind of social seismograph, and it is also a transformative channel where ordinary people have the ability to influence each other’s actions. The cloud of collective consciousness that unites our thoughts, experiences and conversations is a mine of information for experts, because the information obtained can be used to assess and predict spontaneous and organized actions and events.
Twitter is not at all like a social network in its design and functioning: it is rather a collection of closely intertwined thematic communities. Twitter brings together completely different people connected by friendship, study and common interests. Here people unite around those they know or would like to know, or around topics that interest them.
A highly specialized thematic community, or, in twitter terminology, a diagram of interests, provides users with an organized and indexed information stream by search engines, where they can express feelings, share observations and information, and also directly or indirectly communicate with each other.
For marketers, Twitter is much more than just a real-time focus group. Since the activity of Twitter users is available for interpretation and analysis, the information contained in the tweets of celebrities has the ability to determine the topic for discussion and guide the subsequent actions of people. Generally speaking, ordinary users also determine the direction of information flow and ultimately influence the subject of discussion.
Any organization that exhibits broad external activity should definitely pay attention to tracking and subsequent analysis of the results of its activities, check how it can influence the perception of consumers today, and think about how to distribute forces and direct activities so that all stakeholders benefit, as in The Internet and in real life.
A recent survey by ExactTarget and CoTweet of 1,500 consumers looked at what drives people to follow brands on Twitter. As a result, we can learn firsthand what such elusive and desirable consumers expect from brands, interacting with them online.
Research by ExactTarget and CoTweet revealed an important feature of the social ecosystem that explains why companies should take 7 reasons why they should work in a large company to be not just comprehensive, but also socially oriented. Of the consumers surveyed, 72% write to blogs Bloggers go out for big bucks at least once a month, 70% comment on other people’s posts, and 61% writes a review of at least one product monthly. Socially active consumers have a voice and interact with each other.
Taking into account that the audience no longer simply consumes information, but equally creates and controls it, we can say that the development of the market today is determined by consumers, and again by consumers. Users continue to be active, statistics are increasing, and as the number of people increases, the influence of the network only increases.
In April 2010, a Performics and ROI study found that 33% Twitter users share their opinions about companies or products at least once a week. Furthermore, 32% recommend anything while thirty% looking for recommendations and advice on choosing.
-33% discuss brands once a week
-thirty% looking for advice
And here are some more interesting statistics: 20% consumers follow the brand on Twitter to interact with the company, and there are many more who subscribe to newsletters or click the “Like” button on Facebook Chatting with Sam Altman of Loopt to stay connected. In fact, 9 out of 10 people said that one of the most common reasons to follow a brand on Twitter is to get information from the company directly.
According to other studies, more 80% Twitter users confirm that if they think a brand is truly worthy, then by following it on Twitter, they practically recommend it to others. Of those who follow brands 51% are their regular customers, and 44% expecting discounts or promotions.
The research also revealed a curious fact: among those who follow brands on Twitter, the number of men is more than twice the number of women. 29% against 13%… These figures require in-depth analysis, since, at first glance, they refute two main theses of the current study:
1) The main users of Twitter are women;
2) In general, women are more influential on Twitter than men.
If you have only one thought to get out of this study, here it is. Twitter users are by far the most influential socially active consumers on the web. This conclusion is supported by the results of numerous published studies. They’re not just influential: in fact, they leave their money where they leave their tweets.
Although money doesn’t grow on trees, it does grow on tweets.