Brands need to learn 140 chat
Companies tend to talk at people – not with them – on Twitter, and are failing to capitalise on opportunities to truly connect with consumers via two-way conversations, says 360i in its Twitter & The Consumer Marketer Dynamic report.
Just 12% of all marketer tweets demonstrate active dialogue with consumers, and only 1% of consumer tweets which mention a brand are part of a conversation with that brand, demonstrating that most brands aren’t using Twitter to its full potential.
“When it comes to talking about brands on Twitter, consumers are largely sharing news or information about the brand (43%), or reporting use of, or interaction with, the brand (35%),” says 360i. “About one fifth of tweets mentioning brands demonstrate an outward opinion of the brand – though only 7% of mentions demonstrate negative sentiment toward the brand. Most mentions fall into the neutral/informational category (82%), and 11% reflect positive sentiment.”
And 360i wants brands to talk a lot more in their 140 space. “Twitter is a platform dominated by the voice of the consumer and consists primarily of two-way conversations – the real value for marketers who participate on Twitter is in creating an ongoing dialogue with consumers that enables brands to become a more meaningful part of people’s everyday lives.”
