Do I Want to Follow Your Brand?A Survey of Brand Perception on Twitter
In May,Peter Sorgenfrei andWarren Sukernekconducted a survey on Twitter regarding
users’ perception of brands on Twitter. This was a follow-up to the original Twitter Brandperception survey performed in November. This time we surveyed 208 people with 6questions regarding interacting with brands. The survey and results are below. A coupleof key insights:
Not surprisingly, most users (97%) agree that brands should engage their customers on Twitter. This is 8 percentage points higher than the fall survey.Clearly Twitter users want to engage with their brands. We are accustomed tocommunicating with companies on Twitter.
The majority also have a better impression of brands that use Twitter for customer service (88%). This is 7 percentage points higher than the originalsurvey.
Proper usage of Twitter however, is paramount as 90% of users would frownupon poor or inappropriate brand use of Twitter. This is equivalent to the resultsfound in the original survey.
The power of a relationship is extremely strong on Twitter. 80% of respondentswould recommend a company based on their presence on Twitter, a huge 20percentage point increase from the prior survey and 84% of Twitter users willreward those brands they have key relationships by being more willing topurchase from them. This was a 5 percentage point increase from the originalsurvey.
Influencers: More than 80% of respondents have 100+ followers and almost 35%of respondents have posted more than 1000 Tweets since they signed up for theservice.
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