Research indicates Twitter users have become more content with brand engagement on the social network. What does this mean for businesses?
Dallas, TX – Social analytics company Simply Measured recently released a report stating the level of Twitter engagement for major brands increased by more than 100 percent in the fourth quarter year over year. Why is this significant? As stated by independent digital branding strategist Jeff Bullas in Adweek, because it is indicative that consumers are “becoming more comfortable engaging with brands on the network.
Why is this significant to businesses? Because there are many searching at this very moment for a reason to believe that not only will audiences on Twitter no longer rebuff their efforts to connect with them through marketing driven Tweets, but that prospects will also actually become faithful followers.
As “statistics about Twitter” grows in popularity as a trendy search topic, more and more business marketers seek to understand how to increase engagement on the top social network. This is arguably due in part to the increasing evidence to support the notion that the social platform is growing into becoming one of the most viable resources for generating quality business leads (i.e. the aforementioned numbers suggesting consumers are more receptive to engaging with brands on Twitter).
Becoming “Part of the Exchange”
According to Jill Duffy of PC Mag.com, “Twitter users are hungry for new ideas, opportunities, information, services, and products. If your business is not part of this exchange, you’re leaving two huge opportunities untouched: growing your business and improving it.”
The most inspiring statistics that motivate businesses to become “part of the exchange” are those illustrating the number of potential customers who are in the Twittersphere at any given moment. As noted by Digital Information World Twitter sees over 284 million active users every month and over 500 million Tweets are sent out daily. However, challenges remain for businesses and marketers when it comes to tapping into the resource and finding quality leads. In fact, the website further notes that only 34 percent of marketers are able to utilize the medium to successfully generate leads.
What’s the solution for seeing better results in Twitter marketing?
Social media marketing expert Macy English of SocialCentiv refers to Twitter as “the social media platform every small business needs to be apart of, but doesn’t know how.” English, who is Vice President of the company, which developed a Twitter marketing tool to help businesses find more prospective customers on Twitter, further suggests that increasing real time engagement is a missing component many business lack for effective marketing.
Increased engagement is important because as statistics also show, potential customers are most likely to respond to marketing driven messages on social media if viewed in real time.
Another problem for many businesses that are trying to devise the most effective way to take advantage of the opportunity to reach scores of potential customers on Twitter is finding the time required to spend being active first hand in reading through Tweets and joining in real time conversations.
Assistive support like that provided by a tool like SocialCentiv can be helpful in this area. In fact, there are a number of applications available that do the grunt work of scouring through conversations on Twitter, choosing those applicable to a specified query, and initiating contact with prospective customers. These types of Twitter marketing tools take a lot off of the shoulders of those who may be too busy with core tasks to focus on doing what it takes to increase engagement on Twitter the old fashion way.
In regards to Simply Measured’s research, it appears that businesses of all types now have a prime opportunity to reach out to prospects on Twitter while they are “more comfortable” with interacting and possibly building a connection. Doing so may provide both businesses and potential customers with the perfect match for their needs.
Macy English, SocialCenitv