On Twitter, Quality of Information Rules

According to our research, fewer than three quarters of CMOs and top marketing executives have implemented an official Twitter program at the firm they represent.

That finding led us to explore the value of a Twitter follower in more detail.

While it’s difficult to quantify the value of a Twitter follower without specifying industry and target audience (data we’ll share for select industries in due time), recent studies show that, in general, consumers who follow brands are more likely to buy from and recommend that brand. In contrast to daily deals websites followers aren’t necessarily pining for coupons; the majority want to get important and timely information from their favorite companies.

Twitter followers & brand loyalty

According to a recent eMarketer survey, 50% of respondents said that they were more likely to purchase from a company after following their tweets. Even more respondents said they would be more likely recommend a brand that they follow on Twitter.

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What do followers want?

Further research shows that 61% of Twitter account holders follow a brand in order to get important information before the general public. A brand doesn’t have to tweet exclusively about promotions and discounts to engage others. This finding serves as more evidence that Twitter is in fact a valuable platform for B2B companies with long and complex sales cycles that don’t necessarily lend themselves to discounts or promotions.

Similarly, 36% of respondents from the same study are looking for exclusive content from brands, and 28% are looking for content to share with others via retweets. The latter statistic is excellent news for companies willing to implement official Twitter programs – consumers are actively looking for messages from your brand to share with their personal networks.

Does your brand utilize micro-blogging platforms to keep people informed? Given the above information, are you planning on implementing a more aggressive Twitter program?