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