Twitter has released some research trumpeting the connections that can be made between SMBs and their followers. The survey of 500 followers of SMBs in the US and UK, conducted by Market Probe International, found that the top reason these Twitter users follow SMBs is to get updates on future products (73%), although many do so out of support (63%) and to interact with the businesses, such as by sharing ideas or providing feedback (61%).
According to the results, 85% of SMB followers say they feel more connected with the businesses after following them. While that’s an encouraging sign, one wonders how difficult it would be for a business to make a new follower feel less connected to it.
Nevertheless, when connecting with SMBs on Twitter, about 8 in 10 said they felt their message was received. The survey doesn’t go into any detail about whether or not those messages were responded to: recent data suggests that users looking to connect with brands on Twitter should expect a response less than half the time.
The study stresses the positive nature of these interactions, though, noting that 70% of followers retweeted because they liked the SMB’s content, 64% have mentioned an SMB to share a positive experience, and 54% have @replied to share a positive experience.
Twitter has been releasing some studies recently touting the performance of Promoted Tweets, suggesting that they fuel offline sales for CPG brands and can lead to a variety of improved brand metrics. So it’s no surprise that this latest study offers a couple of statistics related to the paid product: 34% of followers interacted with an SMB after seeing an ad with the business’ Twitter handle advertised; and 32% said they’re more likely to follow an SMB if they saw a promoted tweet for the business that was relevant to them.
About the Data: The survey was fielded in May 2013.
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