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Brands Are Using Twitter’s Own Service More Than Third-Party Tools To Manage Tweets

Source: https://intelligence.businessinsider.com/welcome

More top brands are using Twitter’s own website instead of third-party social media management tools than in previous years.

The findings come from data provided by Brandwatch, which looked at the Twitter practices of Interbrand’s top 100 global brands.

Today, 30% of top brands use Twitter’s own website and tools to manage their accounts, versus 26% who did so in 2011.

  • HootSuite is the most popular third-party client, with 18% of top brands using HootSuite in 2013. But that’s down significantly from 2012, when 24% of top brands were using the service.
  • TweetDeck was the most popular Twitter client in 2011 with 19% of top brands using the service. Today, only 8% of top brands are using TweetDeck (now owned by Twitter).

The data isn’t necessarily a reflection of brands’ growing dissatisfaction with third-party Twitter clients, but rather an indicator that Twitter has been successful in reducing outside programmers’ freedom to develop for its API. When Twitter tightened its developer guidelines in 2012, the company placed constraints on the number and range of features third-party clients could offer.

Download the chart and data in Excel.

BII twitter clients


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Wednesday, August 28th, 2013 news No Comments

Why your brand MUST have a presence on social networks

At first glance, I said false when I read “Brand Presence on Social Networks Trusted Almost As Much As Peer Advice” — but when I looked more closely, it read “most credible source for information about a brand.”  This is significant because a “brand itself” SHOULD be the most credible source of accurate and up-to-date information. Even consumers are not always the best source or always have the latest information. And further notice that “a marketer” is next to the last on the bottom. Consumers want accurate and up to date info but they do not want to be sold to.

Consumers are good for “subjective” input on the quality and value of a brand’s products or services. A brand must be responsible for the accuracy of its own objective information. Formerly a brand’s own website was the best place to house objective information such as technical specs, nutrition information, etc. While third party sites like reviews sites are the best place to house subjective information like customer reviews, etc. Today, since most customers frequent social networks and seldom visit brand’s websites (they never did much anyway) the place to put objective information is on brand pages on social networks. Note that this does not mean a marketing page designed to “sell.” It means place “credible information about a brand.”

Brands Vie for Credibility on Social Networks

APRIL 2, 2010

Asked what source was most believable when it came to information found about brands on social networking sites, Internet users were most likely to favor their peers. But “the brand itself” came in a close second, far ahead of journalists, considered traditionally to be an objective source. Notably, users were much less trusting of marketers—a separate response from brands—and didn’t put much faith in a brand’s competitors either.

source: http://www.emarketer.com/Article.aspx?R=1007608

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Monday, April 5th, 2010 Branding, social networks 1 Comment

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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