To learn new things and to get information needed to improve their lives.
This was, in my mind, the most important finding of a recently conducted MarketingProfs survey among 432 highly involved Twitter users (average of 2.7 hours per day on Twitter). Not exactly reflective of the typical Twitter user, but interesting findings nonetheless.
The survey set out to find- why do they use Twitter? How do they feel about common practices on Twitter? How do they view their experiences? Highlights of the survey appeared on Mashable.
This one finding has to do with the most important motivations for using Twitter. So what are the implications for health and healthy lifestyle brands:
• people crave interaction
• because the tools exist to provide it, they expect it
• brands are ideally suited to help people learn these new things and get the information they need to improve their lives
The brands that succeed in doing this will thrive (consider the social media efforts of Mayo Clinic) – as both consumer and brand energize one another.