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Twitter Ruled by Personal Voices, Not Brands'

July 30, 2010

Though many brands now use Twitter to drive sales, improve customer service, and enhance brand loyalty, Twitter is a consumer-dominated medium: 91% of tweets are by consumers and only 8% are by marketers, according to a study by 360i.

Brands are moreover rarely a topic of conversation: Only 12% of consumer tweets mention one.

When brands are mentioned, consumers are most likely to talk about social networking sites (22% of mentions) or an entertainment (17%) or tech brand (17%).

The top brands mentioned on Twitter are Twitter itself, followed by Apple products and brands, Google, YouTube, and Microsoft:

Below, other findings from the 360i whitepaper, Twitter & the Consumer-Marketer Dynamic, which examines how marketers can apply consumer use patterns to improve their own efforts on Twitter.

Anatomy of Brand Mentions

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  • by Joellyn Sargent Sun Aug 8, 2010 via web

    Great info on brand engagement. I've been blogging about "Making Twitter Work" (at and I agree, there is a real opportunity for brands to connect with customers via Twitter.

    The key is to put down the megaphone, and listen first. Then companies can respond and comment in a personal, meaningful way.

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