Twitter Introduces Universal Search

A report from Lab42 found that the most frequent Twitter users are among those most likely to interact with social media marketing campaigns. Additionally, the study said that 28 percent of users polled access Twitter from a mobile device at least once per day and more than 27 percent use the application multiples per day. This means small business owners stand to reach nearby shoppers through the platform.

The use of social media marketing has maintained steady growth throughout 2011, as more people use the microblogging website regularly. Though it lags behind Facebook in terms of overall users, ContentLEAD has reported that the Twitter audience can be lucrative: 50 percent of users say they are more likely to make purchases from companies they follow.

While the Lab42 study measured only the frequency with which users click on ads, social media marketing’s true value is arguably in engaging with prospects. Making offers and alerting people to products is one thing, but starting conversations with prospects and responding to feedback and questions will improve brand reputation and web visibility.

Developing a strong rapport with Twitter users can be of the utmost importance. ContentLEAD recently reported that 75 percent of users who follow brands said they have never unfollowed a brand.