• October 5

Twitter Users Seek Information but Not Big on Opinion

EMarketer recently released an article focused on marketers who use Twitter to build and spread their brand online. The study performed was focused on finding out how many mentions of particular brands were based on sharing information or making comments in one capacity or another. The findings showed that overall, users are more likely to give or seek information than to sound off about a product or brand on Twitter.

Tweets that Mention Brands, by Category, April-July 2008 (% of total)

The study reached nearly 150,000 tweets that named brands and determined that nearly one half of them were comments or mentions of a brand or product. A further 18% were information providing and 11% were information seeking. Leaving just about 22% that were tweets based on opinion in one way or another. eMarketer further clarifies that marketers need not worry…the study showed that Twitter users were more likely to express positive sentiments rather than negative ones.

Tweets that Mention Brands, by Sentiment, April-July 2008 (% of total)

More than two-thirds of Fortune 100 companies tweeted about customer service or direct marketing responses in July 2009. Phenomenal!




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Kristen Cruz

Kristen Cruz, VP, Interactive Strategy at Jennifer Barbee Inc., has eight years experience in online web marketing and strategy in the travel and tourism industry. As a veteran expert in tactical online marketing efforts and behaviors, Kristen’s strategic approach to online marketing transforms typical web marketing tactics to deeply optimized and socially influenced pr and promotional efforts.