The Tweet Experience – Twitter and Your Customers


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I’ve been an early adopter of Twitter.  But from a business perspective, does Twitter make sense as a tool for enhancing customer experiences?

Finally, we are getting some data to help us answer that question.  Thanks to the first-ever survey that exclusively examines Twitter users conducted by Pew Research it appears that only 8% of online adults say they use Twitter, with 2% doing so on a typical day. This survey also showed that 74% of American adults are Internet users, factoring that into the equation that leaves us with 6% of the entire adult population available through Twitter.

According to the study, some of the groups who have relatively high levels of Twitter use include:

·      Young adults: Internet users ages 18-29 are significantly more likely to use Twitter than are older adults

·      African-Americans and Latinos: Minority internet users are more than twice as likely to use Twitter as are white internet users

·      Urbanites: Urban residents are roughly twice as likely to use Twitter as rural dwellers

·      Women and the college-educated are also slightly more likely than average to use the service

Twitter users are nearly equally divided between those who check the site on a daily basis (or multiple times per day) and those who check the site infrequently or never. .

Here are some final conclusions from the Pew data to consider, when you are determining if Twitter fits your social experience strategy:

·      72% of Twitter users say that they post updates related to their personal life, activities or interests. 19% say they post personal updates once a day or more

·      62% said they post updates related to their work life, activities or interests, with 12% doing so on a daily basis

·      55% of users share links to news stories. 12% do this at least once a day

·      54% of these Twitter users say they post humorous or philosophical observations about life in general, with 16% doing so on a daily basis

·      53% of users use Twitter to retweet material posted by others, with 18% doing so on a daily basis

·      52% of these users send direct messages to other users, with 11% doing so on a daily basis

·      40% use Twitter to share photos with others, with 12% going so at least once a day

·      28% use Twitter to share videos with others. 8% of Twitter users do this once a day or more

·      24% use the service to tweet their location, with 7% of users doing so on a daily basis

Twitter is simply a tool that avails access to a desired target market.  Like any tool, success depends on its relevant and targeted use.

How relevant is Twitter to your desired on-line customer experience?  Are your customers there?

Republished with author's permission from original post.

Joseph Michelli, Ph.D.
Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.


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