Brand Perception on Twitter

We recently completed a survey on Twitter regarding users’ perception of brands on Twitter. Below are the complete results. A couple of points:

1)      Not surprisingly users Agree or Strongly Agree that brands should engage their customers on Twitter

2)      The majority also have a better impression of brands that use Twitter for customer service

3)      Proper use of Twitter however is paramount as almost 90% of users would frown upon poor or inappropriate brand use of Twitter

4)      Influencers: More than 70% of respondents have 100+ followers and almost 50% of respondents have posted more than 1,000 Tweets since they signed up for the service

Survey by @warrenss and @researchguy – attribution appreciated

Complete results (240 respondents total):

1. “I feel brands should engage with their customers on Twitter”

Strongly Agree

97

40.42%

Agree

118

49.17%

Disagree

19

7.92%

Strongly Disagree

6

2.50%

 

2. “I have a much better impression of companies that use Twitter for customer service”

Strongly Agree

87

36.25%

Agree

107

44.58%

Disagree

41

17.08%

Strongly Disagree

5

2.08%

 

3. “I am interested in receiving special offers and coupons from companies on Twitter”

Strongly Agree

36

15.00%

Agree

96

40.00%

Disagree

70

29.17%

Strongly Disagree

38

15.83%

 

4. “If a company uses Twitter poorly or inappropriately, it would affect my overall perception of their brand”

Strongly Agree

121

50.42%

Agree

91

37.92%

Disagree

27

11.25%

Strongly Disagree

1

0.42%

 

5. “I would recommend a company’s product or service based on their presence/usage of Twitter”

Strongly Agree

40

16.67%

Agree

104

43.33%

Disagree

83

34.58%

Strongly Disagree

13

5.42%

 

6. “I would be more willing to purchase a product/service from a company that has a relationship with me on Twitter”

Strongly Agree

54

22.50%

Agree

135

56.25%

Disagree

45

18.75%

Strongly Disagree

6

2.50%

 

7. How many followers do you have on Twitter?

<50

29

12.08%

50-99

34

14.17%

100-499

101

42.08%

500-999

46

19.17%

1000+

30

12.50%

 

8. How many tweets have you posted since signing up for Twitter?

<100

19

7.92%

100-499

65

27.08%

500-999

43

17.92%

1000-2999

65

27.08%

3000+

48

20.00%

 

9. What is your age range?

<18

5

2.08%

19-24

26

10.83%

25-34

61

25.42%

35-44

99

41.25%

45-54

38

15.83%

55-64

9

3.75%

65+

2

0.83%

 

10. What is your gender?

Female

95

39.58%

Male

145

60.42%

 

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2 thoughts on “Brand Perception on Twitter

  1. Thanks for posting this Peter. Good stuff.

  2. VisitNH says:

    Very interesting research, especially for “brands” like us who have a presence on Twitter (http://twitter.com/VisitNH) and want to know how we are doing.

    Cheers,
    Tai Freligh
    NH Division of Travel & Tourism Development

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