And the survey says… HootSuite ranked top tool for Twitter
Global social media monitoring firm Brandwatch has published a comprehensive report highlighting the evolution, and current state, of Twitter.
Over 250 leading brands were surveyed on their Twitter-habits, revealing that:
- HootSuite is the most-favoured Twitter client after Twitter’s own interface, growing in usership by 53% in the last year. Competitors TweetDeck and CoTweet, meanwhile, have seen their user base drop by 42% and 60% respectively.
- Of the 258 brands surveyed, only 9% are not using Twitter – and that number is increasingly shrinking.
- Companies are using Twitter to up the customer service ante. Three-quarters of the companies surveyed use Twitter to both broadcast and engage with their followers and, quickly realising the benefits of using unique channels to engage with different demographics, many companies are using multiple Twitter accounts. National Rail, for example, has 27!
- Less is more. Brands are tweeting less frequently than they were in 2011, where half the brands tweeted, on average, fewer than 19 times a week. In 2012, however, that same number tweeted fewer than seven times a week. Instead of bombarding followers with brand messages, companies are crafting more carefully-considered, specific messages for their demographics.
Twitter is increasingly becoming an analytical science. Download the full report from the Brandwatch site.