Twitter

Twitter is a micro-blogging network where users can post 140 character messages or ‘tweets’. These are then fed out to other users on the Twitter  network who have chosen to follow a specific individual, company or brand.

Key stats

• Twitter has 5.5 million users in the UK
• The average age of a Twitter user is 31, compared to 27 on Facebook

Definitions

• Tweet – a 140 character message posted on Twitter
• Follower – a user that is following your tweets
• Retweet (RT) – when someone republishes a message, crediting the original author

Our findings

Our research found that just a quarter of retailers with ecommerce solutions surveyed were taking advantage of Twitter. 26% of retailers had a Twitter account – slightly more than the number that had Facebook accounts (24%). Of those with a Twitter account, only 23% provided a link to  the account on their website (all those who did were larger retailers).

Across all the Twitter accounts surveyed, the average number of followers was 348. On average,  retailers’ Twitter accounts followed 90 other users and had tweeted 129 times during the length  of time they had been using the service. The most common information communicated via these  accounts was product updates (73%), followed by marketing (62%), and company news (58%).

Star example: eSpares www.espares.co.uk

(http://twitter.com/espares)

eSpares is a specialist retailer selling spare parts for kitchen and home accessories.

The eSpares Twitter account is a great example of how a retailer can use Twitter, building up a following and really connecting with its customers and prospects in a natural and engaging way.

The page has a personalised background and detailed content in its biography. It even declares  that it will “willingly talk food, music, pop culture and all things eSpares too”.

The tweets themselves are a mixture of offers, competitions, product information, customer service, and general advice and chit chat - plus some off-the-wall comments on totally unrelated subjects.

This approach helps to create a human face for the brand and keep followers engaged. The result  is a follower base of over 761 to date – not bad for a retailer selling spare parts!




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