In a recent article, he spoke of the acquisition by Twitter of AdGrok, in order to implement a more effective advertising platform than Google Adwords, and that it would take advantage of the large amount of information it processes daily, of which no less are questions and answers. Every month around 3 million questions are posted on Twitter and with topics as diverse and dissimilar as technical support, product advice, job search and personal relationships among many others, without forgetting, of course, music. The greater the number of followers, the greater the audience that can be publicly consulted about something, while those who are less known and with fewer followers prefer to ask through direct messages. Let’s comment on an infographic published by InboxQ, which allows us to know and analyze in depth a topic, which is not better known because it is important and which can give us clues for a better use of Twitter as an information and communication platform, of all kinds and for any purpose
What do people ask on Twitter
Every day in April 2011, an average of 102,322 questions were posted on Twitter, the most popular topics being recommendations and advice on products with 13%, followed by technical support (12%), local recommendations (11%), entertainment ( 8%), and sports (6%) as the main categories, while at the other extreme we have with less than 1% finance and insurance, personal relationships and motor. Books, home, video games, telephones, life and style, education, gastronomy, movies, fashion, work and health are in the center of the table, with percentages between 1 and 5%.
Who are the most asked questions on Twitter
There is a direct relationship between issue of questions and number of followers. The wider the user’s network of contacts, the more frequent and public questions were made to the followers; with 67% of issuers with more than 100 followers,
The trend of asking questions through private messages increases in users with networks with less than 100 users and that is 33% of the total.Obviously, the response capacity of questions asked through Twitter is directly related to the point above, maintaining the factor of the number of followers of the user for the level of responses, the number of followers being decisive as a limit in terms of feedback, although both in cases of open questions to the network or in the closed message mode, the percentage of Users who sometimes respond is similar, close to 60%, in an open question they usually answer around 22%, a figure that is reduced to 12% of users who never respond to a direct message. And in terms of quality of responses and degree of satisfaction of the issuing user, again we find the number of followers factor as a determining factor, with a significant 63% satisfied with the result, when their network has more of 100 followers, a percentage that is reduced to 49% in users with fewer followers and who ask their questions under the closed mode, but not all responses can come from followers, since again- the limit of 100 followers indicates that below Of this figure, 44% usually receive responses from Twitter users who do not belong to their network, a percentage that shoots up to 66%, surpassing 100 followers.
The power of responses in business terms
Although the study considered a sample of only 1825 Twitter users, it is possible to draw conclusions about the power of responses, specifically when it comes to products and services and improving the customer experience increasing their loyalty. that generates a response from a brand, estimated at 80%, exceeds the confidence of the same response from other users. Not a minor issue, since around 66% of the questions published on Twitter are of a commercial nature and they usually have direct answers from the brands, especially when again- the personal network of whoever asks the question exceeds 100 followers and makes the ask in open mode.
Are users willing to receive responses directly from brands?
Finally, and as a corollary to taking into account brands and online marketing professionals, the answer is yes, but with conditions. According to the study, most users are willing to receive direct responses from companies, if the quality of the information is equal to or better than what they receive in messages from other users Interesting to keep in mind, but to me I judge a study a bit biased and incomplete, since like any form of contact, brand creation, loyalty or enhancers of the purchase decision, social networks and Twitter is not the exception – we always have to take into account the reputation factor , which vary the scenario according to the case, not only in simple terms such as positive or negative, but in terms of positioning, brand awareness, community building and others to take into account.Finally, let’s not forget that what they are looking for many times the users in their questions are sincere and honest answers by other users, especially with regard to brands and products, so -many times- the function of word of mouth it is much more powerful than contact with the brand again reputation is at stake