A Study by agency 360i indicates that the majority of Twitter conversation is between consumers and that Corporate Twitter seems to be directed at the Consumer rather than with the Consumer.
According to the study, only 12% of consumer tweets mention a brand by name. When they do refer to a brand, consumers are sharing news or information about the brand (43%) or reporting use of or interaction with the brand (35%).
Hold on..what do you mean ONLY 12% of consumer Tweets mention a brand name? Are you telling me that brands would be unhappy if in the physical world over 1 in 10 conversations mentioned a product?
But of course the real failing is in the idea that again Brands are not engaging in a dialogue but in a monologue – ‘’Most conversations are simply monologues delivered in the presence of a witness’’....Margaret Millar. This does seem to hark back to an era when TV and Print indulged in ‘Interruption Marketing’, talked about in great detail over a decade ago by Seth Godin in his book Permission Marketing. And of course even the early days of email marketing followed a dose of ‘Spray and Pray’ communications.
We all know these days its much more about the conversation and the idea of spreading influence through peers and contacts. I came across a very interesting form of this influence spreading by the Fast Company. They essentially wanted to created a viral campaign to find the person with the most Online Influence in 2010 – The Influence Project. They do this by a very crude method of making you feel more of a mover and shaker by getting people to click on your personal url . And yes that was mine. And they have effectively used this to get a degree of awareness out there about their magazine.
Perhaps more importantly, as I type, they have acquired something in the region of 25,000 email addresses. Hopefully they won’t abuse that privilege, and so have used a very ‘social’ need of many people ( i.e. to perhaps to have their 15 minutes of fame) to potentially start a conversation with them in the future and indeed have already created millions of google searches ,tweets, emails, facebook mentions .100% of which have mentioned the Brand.
Oh, now that I can think about it, 1 in 12 does seem low
Ps...I am currently ranked 422..please make me famous
(This post first appeared on Inside the Box )
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