Survey proves value of Digital PR: Twitter users, the most influential online consumers

6 August 2010
by Sophie Goodwin
Tags: blog, community building, content creation, digital PR, ExactTarget, Facebook, influencer mapping, influencer research, online engagement, online PR, PR, Social Media, Twitter

As client demand for influencer mapping, community building and engagement increases, I came across some interesting statistics that help prove such campaigns are worth their while.

A new study announced yesterday by ExactTarget highlights that consumers active on Twitter are the most influential online. The report reveals that Tweeters are three times more likely to impact a brand’s reputation through syndicated tweets, blog posts, articles and product reviews than the average consumer. This provides a strong argument that online influencer research and digital PR campaigns are of value to brands.

ExactTarget’s principle Morgan Stewart points out that “while the number of active Twitter users is less than Facebook, the concentration of highly engaged and influential content creators is unrivalled” noting that it’s becoming the “gathering place for content creators whose influence spills over into every corner of the internet.”

Some useful, persuasive stats:

72% of Twitter users publish blog posts at least monthly
70% comment on blogs
61% write at least one monthly product review
61% comment on news sites

Providing further evidence of the value of opening up a Twitter channel, the report reveals the principle reason for consumers to follow a brand on Twitter is to get information about the company and consequently their products.  If your audience is online and you’re not, you are clearly missing a trick.