CorpComms Magazine

One in five tweets contain a reference to a brand, either asking about the product or providing relevant information, according to a survey of more than half a million tweets.

'People are using tweets to express their reaction, both positive and negative, as they engage with products and services,' said Jim Jansen, associate professor of information and technology at America's Penn State University.

Jansen looked for tweets mentioning a brand and then analysed why - whether to inform others, express a view or something else. He found that people used tweets to connect with products.

He added: 'Businesses use micro-communication for brand awareness, brand knowledge and customer relationship. Personal use is all over the board.

'A lot of the brand comments were positive. There are good products out there, or at least products that people are happy with.'

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