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%).

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