Twitter has just come out with a study titled, “Discovering the Value of Earned Audiences — How Twitter Expressions Activate Consumers.” The purpose of the study was to figure out how mentioning a brand in a tweet changes the behavior of consumers, both online and offline.
The three key findings quoted from this study are:
- Brands are an integral part of regular conversation on Twitter.
- Consumers take action both online and offline after seeing brand mentions in tweets.
- The source of a tweet containing a brand mention affects consumer actions.
It’s an interesting study and has a key takeaway for brands: earned media needs to be complemented with both owned and paid messages, because this combination drives greater consumer action and maximizes your return for the efforts you invest in your Twitter strategies.
In plainer language, you need to mix your tweets up by having conversations with your followers as well as the linked posts to your blog and any ads. Which makes sense when you think about it because people might know facts about your brand, but they tend to trust your brand based on a perceived relationship with your customer base and your social media presence.
So tweeting effectively is a combination of using Twitter as it originally started, which is relationship-based, and using Twitter as it is becoming, which is link-based. The people follow the links they trust based on the relationship they have with the tweeter.
One way to do this is monitoring your Twitter account to respond quickly to questions or comments you get and see what develops.
For more information about using Twitter effectively, visit reciprocalconsulting.com/social-media-optimization-SMO.php