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Survey: Brands see ROI as greatest Twitter challenge

Alpharetta, Ga. - Almost half (45%) of brands see measuring ROI as a challenge in using Twitter as a marketing tool, followed by building an audience (42%) and engagement (37%). In addition, a new survey of brand marketers from Social Media Marketing University (SMMU) shows that 40% of brands agree that Twitter is an effective marketing tool and 25% strongly agree, but 31% are undecided, 1% agree and 3% strongly agree.

The most popular use of Twitter as a marketing tool is increasing brand awareness (79%), with driving traffic (58%), engaging existing customers (55%) and finding new leads and customers (52%) other common uses. Almost nine-in-10 (89%) brands use Twitter hashtags but only 2% use Vines, despite the rise in popularity of video marketing.

A majority of brands tweet once a day (46%) or one to five times a day (42%). Four percent tweet more than 10 times a day. Twitter has been around for eight years, but only 11% of brands have been on Twitter for five-plus years. Most have been on Twitter for two to three years (39%).