Brands on Twitter – 25% of brand accounts use for broadcast, not engagement

In a new report from Brandwatch, they studied 253 of “top brands” they felt represented the market in the US, UK and elsewhere.

Here are some of their top findings for 2013:

  • of 253, 2.4% did not use Twitter at all (or about 6 accounts)
  • Apple is still the most famous brand absent from Twitter (they do have the Apple Store account though)
  • 97% tweeted in 2013, compared to 90% in 2012
  • Brands tweeted about 30 x a week (145 tweeted 30+ x)
  • 2/3 had multiple accounts
  • have an average number of 4 people on their team
  • 69% used Twitter for broadcast and engagement
  • 1/3 used Twitter website for publication
  • 57% changed social tools in last 12 months

Screen Shot 2013-08-19 at 1.02.01 PM

 

Majority of brands have multiple accounts:

Screen Shot 2013-08-19 at 1.02.15 PM

 

Brands are tweeting more frequently:

Screen Shot 2013-08-19 at 1.04.43 PM

 

We have about four people in Twitter/social departments:

Screen Shot 2013-08-19 at 1.06.19 PM

What I found surprising:

Most brands still tweet via Twitter for web interface or Hootsuite. 20 of the top 100 used Hootsuite including H&M, Gap, Porsche and IBM. A third of all brands preferred to use just one tool to publish tweets.

Why are 25% of top brands still using Twitter for broadcast only when Twitter is just about the most social you can get. Hopefully for 2014 we will see that number greatly diminish. Social media is called *social* for a reason. Brands must learn engagement and listening are absolutely essential. Not engaging with your audience does not help the cause. The more you interact, the better you will be from a PR standpoint and the better your sales will probably be. If a brand interacts with me, I’m so much more likely to buy from them.

Important point:

US brands tended to be more active than UK ones. However, putting out a lot of tweets and ‘noise’ did not translate to high levels of engagement.

The ten most prolific brands out of the top 100 most-followed brands on Twitter tweeted every six to 20 minutes, however none of them made the list of most engaged brands.

 

Download the full report from Brandwatch here. They are a social media monitoring company.

4 thoughts on “Brands on Twitter – 25% of brand accounts use for broadcast, not engagement

  1. Interesting blog post — thank you! One (perhaps naive) question: how does one set up a Twitter account for “broadcast only”?

    1. Hi Susan –

      What I meant by broadcasting only is when brands/people only send out promotional messages for their own stuff or only put out messaging and do not spend any time interacting. That’s all!

      – Lauren

  2. Interesting blog post — thank you! One (perhaps naive) question: how does one set up a Twitter account for “broadcast only”?

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