Active Twitter users are three times more likely to impact a brand’s online reputation via Tweets, blog posts, articles and product reviews than the average consumer, according to a new survey by Exact Target.

Although Twitter’s active user base remains smaller than Facebook’s, these daily users are the most influential online consumers, and their conversations spill over into every other part of the internet. 

“The conversations that take place on Twitter fuel discussions across all areas of the internet–from blogs and forums to product reviews and coupon sites–which influence both Twitter and non-Twitter users alike.”

Key findings:

• Twitter users want to influence others
• Active users watch their follower lists and keep them uncluttered
• Your Twitter followers are your most influential consumers – 3X more likely to publish content online
• Active Twitter users blog, post reviews, comment on news stories and participate in discussion forums
• Their reach goes far beyond Twitter – Twitter’s reach is approximately double its active user base
• Tweets are indexed by Google and syndicated by the Twitter API
• The real-time data produced by Twitter is simply unparalled
• Over time Twitter is attracting the right kind of active users: the influencers who drive the real-time web with content
• It’s short, easy to access and quicker than e-mail
• It allows access t0 people’s everyday lives – it crosses all boundaries, humanizes and connects
• Twitter gives people access to  breaking news and events – it’s way faster than mainstream media
• People regard a branded account more reliable than an individual account, but they do want the tweeter identified ( @ford tweets from Scott Monty have SM on them)
• Followers do respect and trust an individual Twitter account for a high ranking officer in a corporation, as they believe they could effect change and they appreciate the opportunity to interact with them directly
• Twitter provides just that – accessibility and interaction: a backstage pass

Why do consumers follow brands?

• Updates on future products
• Stay informed of future activities
• Get discounts and promotions
• Be notified of upcoming sales
• Get samples and coupons
• Fun and entertainment
• Access to exclusive content
• Learn more about the company
• Show support
• Share ideas and give feedback
• It was recommended
• Get direct messages from the company

This is valuable data you can use when devising your Twitter content strategy

Twitter Strengths

• Real-time information
• Access
• Community – the ability to interact and share

Twitter Weaknesses

The full report is worth downloading and reading

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