Interesting study on the use of Twitter by Spanish brands: Use of Twitter by Spanish Brands
Every day someone asks me whether or not they should start using Twitter. My answer is always the same: “…it depends.” It depends on many factors: whether you want to use it on a personal or corporate level, what your goals are, how much time you spend surfing the internet and reading online, etc.
For companies with a brand that they need to manage properly, I think it's becoming increasingly clear that yes they should be on Twitter.
Just this morning I came across (not via Twitter, but via the UOC Marketing newsletter) a study on the use of Twitter by Spanish companies.
From the study I would highlight the following:
How companies use Twitter:
- Communication and News: 84% talks about company news (it's the easiest thing to do, really).
- Promotions and Offers: 50% communicates offers and promotions (this is what many of the users who follow companies are looking for).
- Customer Service: 35% uses it for Customer Service (it's a shame they don't do this more, but that's normal, since at street level, Twitter is still just starting to take off).
The study indicates that on average, companies follow 812 users... so perhaps we should include another use, which is to listen to their customers (their opinions, their tastes, their consumption habits, etc.) The study does not contemplate this possibility, although this is the essence of 2.0: establishing a dialogue with the customer (and therefore, listening to them in addition to having them as an audience).
The volume of what they say:
- Last Tweet: 22% has not posted anything in the last 15 days (this is very common… companies start with good intentions, but then fail to allocate the necessary resources [in the form of staff or in the form of outsourcing])
- Age: 40% accounts are less than a year old (everyone is just starting out)
- Tweet volume: 109 tweets per month on average. Less than 4 tweets per day. (Sounds good to me, spamming the customer is the last thing you want to do.)
The study is very interesting and you learn a lot by reading it, so I recommend that you dedicate the 10 minutes it requires, however little you can.
You can see it here: Study on the Use of Twitter by Spanish Brands
By the way, a couple more things before we say goodbye:
- Super fun application where you can see your followers on Twitter (ad pedem litterae), try it, it's very funny 🙂 http://isparade.jp (I discovered it via @crhistis on Twitter)
- If you want to keep up to date with everything I discover, follow me on Twitter: Montse Peñarroya
May everything go well.
