Market Research 2.0 recently polled 500 Twitter users, and the results of the survey demonstrate the dynamism of the social network and clearly illustrate the ultimate value of a well-developed social media marketing strategy.
The poll found 33 percent of Twitter users check their feed daily and 42 percent report tweeting more than once per day. Additionally, 23 percent said they tweet at least once every day.
For CMOs, the key to success is developing social media content that engages potential customers. A call to action to participate in a poll or sharing a link with a fresh marketing blog headline can quickly convert a follower into a site visitor.
While 33 percent of Twitter users report using the platform because a friend recommended it, 15 percent reported that they made an account solely to follow their favorite brands and celebrities. Lady Gaga was the star most frequently followed with 43 percent, while President Obama finished a close second at 41 percent.
In addition to following celebrities, Market Research found Twitter users are highly likely to follow businesses, with 31 percent of respondents saying they follow at least one and up to five brands on Twitter. Another 20 percent follow as many as 10 businesses on the microblogging site, and 47 percent of respondents say they follow brands because of interesting Tweet content.
News consumption also drives social media use. Fourteen percent of survey respondents reportedly follow tech news website Mashable, while the New York Times boasts more than 3.6 million followers and Time magazine has more than 2.8 million.
With this in mind, it’s clear that social users value original content in the accounts they choose to – and news content marketing appeals to social audiences.
Both social media and content marketing are expected to play major roles in expanded marketing budgets moving forward. Citing statistics from marketing data provider Bizo, Brafton recently reported 45 percent of companies plan to boost content marketing investments in the next 12 months.