Marketers with questions about the value of Twitter marketing may want to invest more time in answering consumer queries posted on the microblogging site. According to data from InboxQ, Twitter users are more likely to make purchases with companies that respond to their Tweets.
The survey found that consumers are interested in engaging with brands on the microblogging site. More than half of tweeting consumers (59 percent of those with more than 100 followers and 57 percent of those with less than 100 followers) are interested in receiving high-quality answers from businesses. One in four of those who already engage in Twitter conversations with brands suggest the answers that come from businesses are better than answers from other users on the microblogging site.
Answering consumer queries via Tweets can help brands build their follower bases. Fifty-nine percent of respondents say they are more likely to follow businesses that answer their Twitter questions. This social audience also seems to be a highly convertible one – 64 percent of Twitter users say they are more likely to make a purchase from brands that answer their questions in the Twittersphere.
With this in mind, businesses might invest more time and resources to fielding Twitter queries and sharing original content on the microblogging site and other social channels. As Brafton has reported, more than half of marketers who spend 11 or more hours per week on social media marketing say they see increased sales.