We have been working with our client Brandwatch to create an infographic all about Brands on Twitter. We all know that social has been moving at a fast pace but a lot has changed even over the past 12 months – read on to find out more.
Each day, brands are actively discussed just about everywhere online, some listen but many don’t pay attention. Many still miss crucial opportunities by treating Twitter exclusively as a broadcast platform, expecting to influence customers with little to no community building efforts. By limiting Twitter to solely to a one-way platform, the importance of broader engagement with customers is ignored.
Used effectively Twitter can bring brands closer to their audience, generate traffic to their site, find new customers, increase brand awareness, along with developing advocates and much more. To understand the Twitter landscape Brandwatch have selected 253 top brands that best represent the market, covering a broad segment of popular brands in the UK, USA and elsewhere. The results are extremely valuable for businesses looking to adapt and compare with the leading competition in the wider market. Without further ado, let’s explore the report…
Of the 253 brands monitored, 97.6% brands tweet in 2013, compared to 90% in 2012 and just 62% in 2011. More than half of these brands (145) tweet 30 or more times per week. It has also become apparent that to ensure customers can find a brand on the platform; the handle should be as close to the company name as possible.
The majority of the brands monitored use Twitter as a two-way publishing channel – just 3% use the channel exclusively for engagement, only responding to customer inquiries. Among the top 100 most-followed brands, @Notebook, @ESPN, @Playstation and @Disney engage the most with their Twitter audiences. From a UK perspective @BBCBreaking, @chelseafc and @arsenal score highly.
Over the last three years there’s been some clear changes in the number of Twitter profiles per brand. It’s increased nine-fold (from 7% to 63%) over the last three years. In 2013, 63% of brands use multiple accounts, compared to 2012 where only 35% used several accounts. A common use for these multiple accounts is to have one account that allows for engagement (customer service), and another for offers/company news. Dell has the most Twitter accounts (44) with each covering different departments.
Community Management Team Size
The average size of the team responsible for Twitter is relatively similar in both the UK and the US. The maximum tweets per week for brands monitored in the US was 2,500, as opposed to just 113 tweets in the UK. Some other key findings:
Surprisingly most brands still tweet via the Twitter web interface or the second best option, Hootsuite – 20 of the top 100 use Hootsuite, including H&M, Gap, Porsche and IBM. A third of all brands prefer to use just the one tool to publish tweets. Tweeting through Twitter apps, such as iPhone apps, Twitterfeed and tweeting buttons remains fairly popular for brands. There’s no surprise that as the popularity of social media grows, so do the number of platforms and tools. The most successful new entrants in the 2013 marketplace are Sprout Social and Conversocial.
Recommendations for brands
Twitter is a substantial source of opinions and experience about brands. For brands to capitalize on the platform it needs to be used appropriately and acted upon in order to develop campaigns for the target audience. Some may argue brands don’t need to be on Twitter, especially with the noted absence of Apple, but without featuring you’re simply losing out in an already crowded marketplace.
One consideration for brands using Twitter is whether there’s a need for multiple accounts. By having several accounts you risk the chance of having fewer followers per account and it will take you longer to grow as a brand. However, it’ll help you deliver specific and clear messages to a target following. Another consideration is the usage of marketing and customer service teams. Ultimately both need to use an account; so sometimes it’s more appropriate to have separate accounts, one for broadcast and another for engagement. Ultimately as a brand manager you need to decide this, and choose the correct option for you business.
Here is a handy infographic to sum up the key points:
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Download the full Brands on Twitter 2013 report.