Twitter Brand Perception Survey 5 09

Twitter BrandPerception Study

A survey of 208 Twitter Users on how they feel about brands on Twitter 6/3/2009

By Peter Sorgenfrei and WarrenSukernek

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:

1)

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.

2)

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.

3)

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.

4)

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.

5)

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.

Twitter Survey by@warrenss,Twittermaven blogand@researchguy,Sorgenfrei – attribution appreciated

This work is licensed under the Creative Commons Attribution 3.0 United States License. To view a copy of this license, visithttp://creativecommons.org/licenses/by/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco,California, 94105, USA.

Q1: “I feel brands should engage with their customers on Twitter”

97% of respondents answered favorably (agree or strongly agree) withapproximately 53% answering strongly agree. Just 3% of the audiencedisagreed with the statement. Thus, the respondents are overwhelmingly infavor of brands joining Twitter and having conversations with customers. Thisshould not be surprising as the majority of the respondents are strong fans of theservice. These results are a significant improvement over the fall survey. Twitter users are accustomed to communicating with companies on Twitter.

This work is licensed under the Creative Commons Attribution 3.0 United States License. To view a copy of this license, visithttp://creativecommons.org/licenses/by/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco,California, 94105, USA.