Twitter budgets rise as big brands home in on customer acquisition


By Javier Burón

The survey by the Twitter management platform found that the majority of businesses (57%) are spending at least fifty per cent more on Twitter marketing compared with two years ago, with 15% of respondents stating that their spending has tripled.

SocialBro’s survey also uncovered differences in social media objectives between smaller and bigger businesses. While the majority of SMEs (up to 200 employees) rated brand building as their key reason for using Twitter with lead generation in second place, bigger companies with 500+ employees were much more likely to list acquiring new customers as a top priority along with building relationships with influencers.

These findings reflect the fact that Twitter has really matured in the last couple of years, introducing new ways of advertising and revamping its design. Companies expect to see hard business benefits and they accept that it is worth investing to deliver a consistent and creative brand experience that achieves measurable return on investment.

While 74% per cent of respondents said they loved Twitter’s real time communication capability and two thirds commended its potential to spread messages virally, 53% said that their biggest bugbear with social media was its potential to be time intensive.

A badly managed social media campaign has the potential to be a black hole for time. But it doesn’t need to be that way. It is easy to make your Twitter routine more efficient as long as you have structured planning, monitoring and reporting systems in place.

An advanced Twitter analytics and management platform, SocialBro can help marketers by automating certain Twitter actions, allowing users more time to nurture followers and pursue those aspects of the campaign that really benefit from personal engagement. It also provides actionable data to help businesses optimise and monetise their social media activity.

About the author

Javier Burón is CEO and co-founder of SocialBro.

SocialBro is an advanced cloud solution for the management and analysis of Twitter communities. It enables Twitter for businesses, helping companies to better engage with their audience and increase their communities’ growth qualitatively.

Since its launch in May 2010, SocialBro has achieved rapid growth attracting over 240,000 users from 70 countries including a significant proportion of professional Twitter users, corporates and agencies, such as CBS, NASCAR, Coca-Cola, T-Mobile and Publicis.

Incubated by Seedcamp and with headquarters in the UK and Spain, the platform is integrated with the most important social media platforms worldwide, such as HootSuite, Kred, PeerIndex and Bufferapp.

For more information please visit


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