One In Five Tweets Is Brand-Related

According to recent research at Penn State University, one in five (20 percent) tweets posted on Twitter includes an inquiry or information about a specific brand-related product or service.

The study focused on micro-communicating and the value of this word-of-mouth medium. It included observation of more than half a million tweets that used brand names, and found out that brand-tweeters are tweeting to connect with products.

“Businesses use micro-communication for brand awareness, brand knowledge, and customer relationship,” said Jim Jansen, associate professor of information science and technology in the College of Information Sciences and Technology (IST) at Penn State. “Personal use is all over the board. It may be right up there with e-mail in terms of its communication impact."

The study revealed that this passionate cohort of brand-related tweeters is providing companies – increasingly using Twitter for brand-building, brand awareness, and CRM – robust and rich source information regarding their products.

“Tweets are about as close as one can get to the customer point of purchase for products and services.” said Jansen.

In spite of the mixed opinions about Twitter – it’s a fad full of pointless babble, Dell, and Moonfruit – are two examples of recently reported successful Twitter campaigns that boosted sales.

A joint venture between Penn State and Twitter chief scientist Abdur Chowdhury, this is one of the first academic research studies about micro-communication in business. With nearly six million active Twitter users and predictions as high as 20 million users by year end, the all too familiar animated blue bird holding the "follow me" sign is beckoning to more and more brand advertisers.