A study published last week by market research firm Pear Analytics set out to discover the potential marketing angle for brands when it comes to Twitter. The main question was whether Twitter was merely a place to share comments and photos with friends, or if Twitter holds the potential of dialogue between brands and customers. Twitter themselves are keen to promote the service as a place to do business.
Over a two week period, the tweets were categorised into news, spam, self-promotion, pointless babble, conversational and pass-along value.
Over 40% of tweets fell into the category of ‘pointless babble’. A further 37% were found to be ‘conversational’.
Lagging behind these two, ‘pass-along value’ (re-tweets) made up 8.7% of the total.
The rest of the list comprised of Self-promotion tweets – tweets made by individuals or companies about products or services – at 5.85%. The bottom of the list was Spam and News, with 3% each.
Any surprises there for you? The study said: “The results were interesting, and not in the order that we anticipated. For instance, we thought that both spam and self-promotion percentages would be much higher.
“What’s also interesting is that pass-along value ranks 3rd in usage, albeit a far distance from the number one or two usage categories.
“Also, we thought the news category would have more weight than dead last, since this seems to be contrary to Twitter’s new position of being the premier source of news and events.
“Self-promotion was also less than expected at 5.85% of all tweets. This may be enlightening to some folk, as there appears to be a flurry of companies and businesses joining Twitter to promote products and services.”
Apparently, 11:30am and Mondays are the times that Tweets are made that have the most pass-along value. Spam is consistent all day, everyday,. And News is heavier at 2pm and on Tuesdays. When it comes to conversational tweets, these were high between 2pm and 4pm, and heaviest on Tuesdays.
So, Twitter is full of pointless babble – anyone surprised by that? Is anyone successfully using Twitter to communicate to members of your website? Leave something of conversational or pass-on value below…