On its blog, the company reported that more than half its users log into the website every day to interact with friends, track news and take advantage of offers and other interactive messages from their favorite brands.
The scope of Twitter has become so widespread that consumers often turn to the website, rather than major news organizations, to keep an eye on current events. Content marketing campaigns can also receive a boost from Twitter as part of this trend. Given the popularity of Twitter for news, social users enjoy clicking through to interesting content. Producing quality, customized content for a B2B or B2C ecommerce website and linking to these posts on Twitter will likely draw more relevant traffic.
Brafton reported on Thursday that social media strategy is as important as simply using the platforms. Targeting users with smaller, more interactive groups of contacts is more likely to produce conversions than those with larger, impersonal networks.