Twitter Brand Perception Survey

Do I Want to Follow Your Brand?A Survey of Brand Perception on Twitter

Recently Peter Sorgenfrei and Warren Sukernek conducted a survey on Twitter regarding users’ perception of brands on Twitter. We surveyed 240 people with 6questions regarding interacting with brands. The survey and results are below. A coupleof key insights:

1)

Not surprisingly, most users (89%) agree that brands should engage their customers on Twitter

2)

The majority also have a better impression of brands that use Twitter for customer service (81%).

3)

Proper usage of Twitter however, is paramount as almost 90% of users wouldfrown upon poor or inappropriate brand use of Twitter

4)

The power of a relationship is extremely strong on Twitter. 60% of respondentswould recommend a company based on their presence on Twitter and 80% of Twitter users will reward those brands they have key relationships by being morewilling to purchase from them.5)Influencers: More than 60% of respondents have 100+ followers and almost 50%of respondents have posted more than 1000 Tweets since they signed up for theservice

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

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

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89% of respondents answered favorably (agree or strongly agree) with just under 50% answering agree. Just over 10% of the audience disagreed with thestatement. Thus, the respondents are overwhelmingly in favor of brands joiningTwitter and having conversations with customers. This should not be surprisingas the majority of the respondents are strong fans of the service.Q2: “I have a much better impression of companies that use Twitter for customer service”

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Eighty-one percent of the respondents either agreed or strongly agreed with thestatement. Just two percent strongly disagreed. Since several companies suchas Comcast, Zappos, Dell, and HR Block have become notable on Twitter inusing the service to resolve customer service problems, they have made afavorable impression on their peers.

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.