The most surprising fact to come out of this study is that 75% of consumers have never “un-followed” a brand on Twitter. That’s either a testament to relevancy of the brands that use the social service or a side effect of the quick post turnover. I’m going with the second option.
Various studies have put the lifespan of a Tweet at under an hour. Klout recently ran up some numbers that showed a longer life for those with more Klout. Of course, all of this is dependent on retweets. If you don’t have them, your message will fall off the grid within minutes.
The good news is that brand followers are a loyal bunch. 60% said they would recommend a followed brand to a friend and 50% said they were more likely to buy from a brand they follow.
The study also found that folks under 35 are more likely to follow brands, more than half of those surveyed follow less than 4 brands and 79% follow less than 10 brands.
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One interesting side note: 50% of consumers on Twitter go online more than once an hour, so you have even better chance of your message being seen before it slides away into the great social media pit.
How’s Twitter working out for your business? A bust? A boon? Or something in between?