BOSTON (CBS) - Despite the bite-sized messages tweeted by more than 300 million people on Twitter, the social network's users are powerful brand ambassadors, according to two recent surveys.
That's something that many Boston-area companies figured out a long time ago.
Most companies don't debate the fact that having a presence on the micro-blogging site is a requirement, and the initial way people measure success on Twitter is by collecting as many followers as possible.
Certainly some Boston-area companies, like Framingham-based office supply retailer Staples, which has over 175,000 followers, have established their prowess on the site.
Staples employs a team of employees who tweet about deals and interacts with customers on Twitter.
And while consumer brands such as Dunkin' Donuts and Baskin-Robbins — with 89,843 and 20,191 followers respectively — do well on Twitter, any company with access to great content or an excited customer base has proven they can gets thousands of followers.
Lisa van der Pool of the Boston Business Journal reports
For example, Cambridge-based Forrester Research has 71,555 followers on Twitter.
With Twitter users sending out more than 200 million tweets per day (which Twitter reported last month), more followers most likely yields more brand cache on the site.
Indeed, while a survey from event registration site Eventbrite released in March reports that one tweet about an event yielded 43 cents in ticket sales, while one Facebook "share" yielded $2.50, another survey by Performatics suggests that Twitter users are more "brand loyal."
That survey said that among Twitter users who follow at least one company, 59 percent are "more likely to recommend a company they follow, and 58 percent are more likely to buy a product they follow."
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