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Twitter most influential platform for brands

Twitter is the most influential social media platform for brands ahead of Facebook and YouTube, according to Starcom MediaVest Group’s Social Media Behavioural Index.

The new study found that consumers who post a comment, watch a video, play a game or enter a competition on a brand’s social media page are 78% more likely to make a purchase from the brand in the future. Video content is the most popular on social media, with 80% of users likely to take further action, followed by competitions (68%) and games (59%).

The most engaging social media action revolves around commenting and sharing content. Twitter consistently tops the poll of influence, with those tweeting 89% more likely to consider a purchase and 86% to prefer the brand.

“The Social Media Behavioural Index is the first measurement tool of its kind to help brands set-up and run social media campaigns specifically designed to influence consideration and purchase,” said Starcom MediaVest Group strategic development director Jim Kite.

Brands in the study include: Heineken, Capital One, Coca-Cola, Gillette, Samsung, Blackberry and Honda.

Jenni Baker, London