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The disconnect between marketers and consumers on Twitter

Posted Jul 27th, 2010 at 7:39 AM and seen
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Marketers could use a little help when it comes to connecting with consumers on Twitter, so says a new study by digital-marketing agency 360i. The study examined 1,800 tweets over a period of six months and found that “marketers use Twitter to broadcast, while consumers use it to converse.”

A sampling of the findings:

  • 43% of consumer tweets are conversations with other users, while only 16% of marketer tweets engage in dialogue with consumers. Add to that, only 1% of consumer tweets are dialogues with brands.
  • Only 12% of consumer tweets mention brands by name with Twitter, Apple, and Google ranking at the top of most mentioned brands.

Full story at USA Today.

More on Twitter and marketing.

Photo credit: Fotolia

 Annie Colbert

Comments (2)

Jul 28, 2010
philwollerman said...
Would like to know what the other 57% of consumer tweets are, from a marketer's pov it might help engage more of them in conversation.

Clearly, marketers are currently doing a dismal job of understanding how dialogue works.

Jul 28, 2010
Karin said...
I personnally work with french and german companies, but I often see that it is most difficult to approach "consumers" on Twitter. They are afraid about discussions with professionals. I guess. Their interests are not the same.
So, actually, you are right. Marketers don't come into communication with them.

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