How Brands Used Twitter in 2012

twitter-logoTwitter is definitely a platform that will survive on the long run, constantly growing in terms of increased user base as well as brands joining in order to engage with their audiences. The latest data points out that the micro blogging service now has 200 million active users. To put the succes into perspective, in September 2011, the platform’s user base was half that amount, meaning that Twitter added as many users in 15 months as it did in the previous five years! If that can’t be described as an accelerating growth, what can be then?

Naturally, Twitter tends to be among the first choice of social media platforms that brands decide to engage in. However, in order to get the most value out of their activities, brands keep adjusting and optimizing the ways they make use of Twitter. Brandwatch’s recent report “Brands on Twitter 2012” goes deeper into the subject, analyzing 258 global brands’ Twitter activity for 2012 with comparison to 2011. Here are some of the most important conclusions from the report:


Brands Twitter activity
The biggest percentage of surveyed brands (91%) indicated they were using Twitter; 125 of which were tweeting 50 times per week or more. Only 10 % of the brands did not tweet in 2012, down from 16 % in 2011:

Twitter Accounts


Purpose of usage
The majority of brands clearly understand that Twitter is no longer just a platform for one-way communication. 75% use the platform to not only broadcast, but to engage with their audiences too:

Purpose of usage


More than half of the brands shared that they had switched tools for managing Twitter from 2011 to 2012. The most common way for tweeting remains the Twitter web interface. Following, Hootsuite and Speedfast are the biggest in terms of tool usage. Additionally, mobility is not only just a trend, but a way of life and community management: Brands are using mobile devices to publish tweets, with community managers tweeting from outside the office at events and elsewhere.



In addition, as pointed out in Nielsen’s Social Media Report for 2012, consumers not only spent more time accessing Twitter in 2012 than they did in the previous year. They are also increasingly accessing published custom content on the PC site, mobile app and mobile web page more often than any other site besides Facebook.

Therefore, if not already part of your social media presence, making use of the 140 characters to convey your brands’ messages and establish dialogues with your followers should definitely be among the top priority channels for your 2013 digital strategy. Spending time and dedication on optimizing your brand’s Twitter presence will enable you to connect with your audience at an even deeper level. It could help you to discover some of your most loyal fans, giving you the chance to give them the incentive to become your brands’ most loyal advocates and ambassadors online as well as offline.

You can download the full report from here. What are your predictions for the future of Twitter in 2013?