Building Trust Through Brand Monitoring
According to Datran Media, nearly three-quarters of Fortune 500 companies and other top media and advertising firms around the world had a Twitter account in December 2009, and that proportion has likely risen since then. Marketers hope that involvement in the microblogging site can bring them closer to their consumers and help them be part of conversations that build trust and brand engagement.
Research from Fleishman-Hillard suggests increased trust varies around the world. While internet users in China overwhelmingly felt more comfortable with companies that microblog, those in North America and the UK were largely unmoved.
One problem could be that while there is high awareness of microblogging, usage is much lower. Edison Research found that while 87% of US consumers had heard of Twitter, only 7% used it. A company’s presence on a microblog may mean little to US internet users who have not taken part in the 140-character craze.
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