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Twitter Users Click Ads, Become Brand Advocates

Posted on 9.28.2009

Finding users who will not only interact with your brand but actually help you promote it is one of the hardest jobs of any Internet marketer. Who are these users and where do you find them?

According to a new study from media research firm Interpret, LLC, the answer just might lie with Twitter.

The survey was conducted in August, 2009, and consisted of more than 9,200 Internet users. Of those respondents who use Twitter, 24 percent said they reviewed or rated products online - double the rate of those who use other social networks but not Twitter. Twitter users also clicked on more ads or sponsored links more (20 percent vs. 9 percent) and were more likely to visit company profiles (20 percent vs. 11 percent).

Higher clicks on ads or sponsored links are great and can be partly explained because, on Twitter, people click links; it's what the whole shrunken URL thing is all about - conditioning people to click and explore. But the real value here is deep brand engagement. Nearly a quarter of these survey respondents who use Twitter have left product reviews online. This may be due, in part, to the fact that Twitter users are likely early adopter types - more apt to voicing their opinions online. But does it really matter why? Out of the millions of Twitter users out there, 24 percent is a massive number of people ready, willing and able to review your products or services.

Now add the 20 percent of those users who visit company profiles - another large number of individuals expressing interest in learning more about your company.

Of course, there is a catch. Twitter - without question - is bloated with other businesses and PR companies who are all doing the same thing as you. So keep that in mind.

Even so, this data should act as a reminder that Twitter can be an excellent place to find brand advocates and solicit feedback about your products and services. It can also serve as a tremendous sounding board - so keep your eyes and ears peeled for other information about your brand, even the negative stuff.

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