The online engagement of our business: the case of Twitter

Joel Comm, an Internet marketer, claims that “creating an Internet business – even a small one – does require work, and part of that work involves staying up to date with the newest tools and the latest online innovations” (Comm, 2010). In this case, I am going to talk about Twitter as a marketing tool, which could help us to develop our business and see the importance of its online engagement.

Although many people believe that this social network is only used by youngsters, some reports say the opposite. As Joel Comm says, “Twitter has a large following among older, professional audiences, and a full quarter of Twitter’s users are high-earners, a valuable piece of information that makes the site a must-use for any serious marketer” (Comm, 2010).

Here we can see some statistics of 2012 published by Zhen Jia, MBA Candidate 2013 (Master and Business Administration) that show the relevance of Twitter:

  • There are over 510 million Twitter users. (source: All Twitter)

  • Twitter is growing at a rate of 1 million accounts every day, about 11 accounts per second. (source: Infographics Labs)

  • 53% of Twitter users have been a member for less than a year. (Edison Research)

  • 32% of all Internet users are using Twitter. (source: Marketing Land)

  • There are 175 million tweets sent from Twitter every day in 2012. (source: Infographics Labs)

  • U.S. consumers who use Twitter follow an average of 8.5 retail companies on the site. (source:

There are lots and lots of brands that have achieved a great success by using Twitter. Dave Kerpen, the CEO of Likeable, a social media agency that has worked with more than 200 leading brands including, Verizon and Neutrogena, gives us some examples: Jetblue, Starbucks, Vevo, Taco Bell etc. “All these companies from different sectors have focused on their potential customers, the followers, so as to get good results in the sold of their product or service”(Kerpen, 2011).

In conclusion, it is clear that Twitter has become one of the best social networks in which to launch a marketing campaign. The number of enterprises that use this network as a marketing tool may increase in the following years, once seen the success achieved until now.


*Joel Comm (2010). Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time, Wiley, retrieved 19-11-13 from

*Zhen Jia (2013). 5 inspired Twitter Marketing Campaigns, retrieved 20 nov 2013 from

*Dave Kerpen (Jun 09, 2011). 9 Lessons from Successful Brands on Twitter, retrieved 20 nov 2013 from

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