EcommerceBytes-NewsFlash, Number 3143 - September 02, 2013     4 of 4

Twitter to Small Businesses: Turn Followers into Customers

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In a recent blog post, Twitter appealed to small and medium-sized businesses (SMBs), sharing with them the results of a survey to help understand the value of Twitter to their businesses. Not surprisingly, Twitter says that "followers" turn into customers for these companies.

Twitter's research showed that SMB followers result in increased sales and recommendations. People are more likely to make a future purchase from an SMB after they follow or interact with them on Twitter (72%), and 82% are more likely to recommend an SMB they follow than before they followed it - a 30% jump just from following a SMB on Twitter. And 86% are more likely to visit a SMB if a friend recommends them.

Some of the reasons for following a small or medium-sized business on Twitter are to get updates on future products (73%); to show support for that business (63%); and to interact with them - share ideas, provide Feedback (61%).

Twitter said not only can followers turn into customers, they can also help spread the word about companies, leading to even more customers. It outlined takeaways from the survey and offered recommendations for small and medium-sized businesses, summarized as follows:

  • Thank your followers for their support with special offers that are only available to Twitter users.

  • Invite followers to share their ideas by asking questions and respond when they offer feedback.

  • Satisfy curiosity about new products by offering sneak peeks exclusively on Twitter.

  • Advertise using Twitter Ads.

Twitter hired research firm Market Probe International to survey 500 people over the age of 18 across several verticals in the US and UK who currently follow SMBs on Twitter. You can learn more on the Twitter blog post.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

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