75% of brand Twitter content is news not conversation

Posted by , 04/08/10

Agency i360 has conducted research measuring the type of content brands are putting on Twitter, establishing this is 75% broadcast information and 16% conversation with consumers.

Consumers’ motivation for tweeting about brands is 43% to do with sharing news and information, 35% comment on using the brand and 21% opinion about the brand. Only 1% actually want to converse with the brand on Twitter.

Other useful findings include that 90% of tweets come from consumers rather than brands and 12% of consumers’ tweets mention a brand.

When a brand is mentioned it is likely to be a social network, an entertainment or technology brand.The top brands mentioned on Twitter are Twitter itself, Apple and Google.

i360 say that as brands talk mainly at consumers rather than engage in conversation, there is still a massive opportunity for marketers to become part of the conversation.

Their whitepaper can be downloaded here.

Tags: | Category: Twitter

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