Twitter is key to any social strategy, and with the latest report from Brandwatch it helps brands to understand how better to use the platform from a business perspective. The report, which studied over 10,000 tweets, has established some key trends that will impact upon how we use Twitter in 2013.
The report found that Twitter is approximately 62% engagement, 38% broadcast. It also came as no surprise that the majority of conversations across Twitter were based around TV/Film, Sport and Music. Within the tweets there were clear differences between genders & tone of voice. While men complain more often, females talks about purchase experiences and enter competitors more. From the report we were able to establish some recommendations:
- Brands need to engage with Twitter in a similar manner to your audience in order to maximize authenticity and develop a human persona. For example, comment and take part in huge events, and where appropriate, talk personally about experiences and immediate surroundings.
- There are obviously clear differences between males and females – this should be accounted for when running campaigns and measuring brand performance on Twitter. While men complain more & females talk about purchases and competitions brands should take this into account when comparing customer service or promotional performance.