New Survey Suggests Twitter Engagement Boosts Sales

Scott Lambert

A new survey commissioned by Twitter from Datalogix has provided the first ever piece of hard evidence that Twitter engagement can boost sales. The results show a connection between the frequency of tweets and purchases, and suggest that promoted tweets increase the likelihood of purchases being made.

As well as supporting Twitter’s case for its value to businesses, the numbers in the survey data provide a useful metric against which small businesses can budget for this kind of social media marketing. They can also help a business to confirm when it is getting its Twitter marketing right, as returns that suggest follower response is below average can sound the alarm on unsuccessful tweeting.

How Much Credence Should be Given to the Survey?

Looking at the methodology suggests that the proportion of Twitter followers who actually make purchases inspired by tweets is likely to be slightly lower than in these results. The survey was conducted using panels of people who actively responded to a request for participation, so it is likely to be biased towards people who actively engage with what they see online – people who never pay attention to online invitations or requests would effectively be excluded from the group before the survey began. Although it is difficult for researchers to get around this problem, it does mean that a degree of caution should be applied to the results.

Datalogix works using surveys groups that users can opt out of, and it is difficult to tell how this might affect the demographics. The limited data set means that marketers still cannot tell which demographics are most likely to make tweet-based purchases – in other words, there is no useful information on whether it is best to target younger or older people, men or women. Furthermore, because the survey is using aggregated data across a range of product types, it might be that one product does really well on Twitter conversions while another scores hardly any. Promoters will still have to use their instincts or extrapolate from wider studies of social media to work out the approach that is likely to be most useful to them.

What the survey does show is a definite relationship between the amount of business tweets a Twitter user sees and the likelihood of them making a purchase from that business. While it is still advisable not to tweet too often and risk putting people off, this emphasizes the importance of regular engagement. For advice on how to get the balance right, call Xcellimark at 888-318-3950 ext 211 to speak with an internet marketing consultant today.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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