If you want to win consumer loyalty and create noise for your business, you should be using Twitter as more than a broadcast outlet for business brag, new research suggests. The best way to win hearts and minds is to listen, and then answer the questions you hear about your products and services.
You should be trolling for tweets, according to new survey on Twitter use from InboxQ, an add-on for Chrome and Firefox browsers that funnels questions posed on Twitter to businesses. The Twitterati are questioning souls, research shows, asking an average of more than 100,000 questions a day.
Of these questions , the inboxQ research showed, one-quarter are related to tech support and product recommendations and advice, but they are often not directed at a relevant brand. This is a rich trove of tweets for business large and small to respond to.
But less than half of Twitter users who posed a question actually received a response from a business via the micro-blogging service. Businesses are overlooking a significant opportunity, inboxQ suggested.
Users said that more responsive brands would benefit from greater loyalty and purchasing . Nearly 60 percent of respondents said they would be more likely to follow a brand that answered them, and 64 percent said they would be more likely to make a purchase from that brand.
But how believable are business answers? InboxQ found that there highly credible.
"Convention wisdom says that businesses likely can't help themselves and will respond with spammy. Self-serving answers on Twitter," the company wrote on its blog. "The respondents to our survey tell us that is not the case. Eighty percent said that they believe that the quality of answers they receive from businesses on Twitter is as good or better than the answers they receive from their followers. Separately, 80 percent of respondents also said that they trust the answers received from businesses on Twitter as much or more than the answers they receive from their followers."
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Reach BusinessNewsDaily senior writer Ned Smith at email@example.com. Follow him on Twitter @nedbsmith.