Last Friday, Twitter celebrated its eighth birthday. It doesn’t seem like it’s been almost a decade since the dawn of the ever-trendy and enduring hashtag but perhaps that’s because brands were slow to adopt the microblogging platform. According to research conducted March 1-12 by the Social Media Marketing University (SMMU), only about 10 percent of brands have been on Twitter for more than five years and most (nearly 40 percent) joined in the past two to three years.
And while brands are actively using Twitter to create engagement and build relationships with customers, many fail to tangibly measure their success. The infographic below illustrates a variety of SMMU’s findings regarding how, how much and why brands are implementing Twitter for marketing.
Are you using Twitter? Do these findings mirror your own company/brand usage? Are you confident that Twitter is doing something for you but you’re not sure exactly what? How do you see company/brand strategies changing in the next eight years?